Understanding Non-User Resistance toward Electric Motorcycle Adoption in Indonesia: The Role of Environmental Concern and Incentive Policy

Abstract

Indonesia has the largest motorcycle population in Southeast Asia, yet electric motorcycle adoption remains below 1% of total national motorcycles. This study analyzes non-user resistance to electric motorcycle adoption using the Innovation Resistance Theory (IRT) framework, examining the moderating roles of environmental concern and incentive policy. A quantitative approach was employed with a survey of 166 non-user respondents across Indonesia. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings reveal that usage barriers, value barriers, and risk barriers significantly and negatively influence behavioral intention. Environmental concern and incentive policy positively affect behavioral intention. Notably, environmental concern moderates the relationships between all three barriers and behavioral intention—positively for usage and value barriers but negatively for risk barriers, indicating that environmentally conscious consumers have higher expectations for technological reliability. Conversely, incentive policy does not moderate the relationship between functional barriers and behavioral intention. These findings enrich the IRT literature within developing country contexts and imply that incentive policies must be complemented by non-financial approaches such as infrastructure development, product quality assurance, and public education to effectively address non-user barriers.