The Effect of Online Video Advertising and Green Message on Electric

Car Purchase Intention

Puji Prabowo

and Chandrasa Soekardi

Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University,

Jakarta, Indonesia

Mechanical Engineering Department, Mercu Buana University, Jakarta, Indonesia

Keywords:

Electric Vehicle, Online Video Advertising, Advertising, Green Message, Purchase Intention,

Environmentally Friendly.

Abstract:

Previous research has shown that there are factors that inﬂuence the buying process of a product. This also

happens in the green advertising process. This is related to the development of the electric vehicle industry in

Indonesia with various brands. Currently, many brands are doing online video advertising for their electric car

products. The purpose of this study is to see the effect of online video advertising of electric cars and green

messages on purchase intention. This study uses SmartPLS to conduct PLS-SEM analysis. Through data

analysis, the results showed a signiﬁcant effect of online video advertising and green messages on purchase

intention. There are several indicators that inﬂuence online video advertising, green messages, and purchase

intention. The beneﬁt of this research is to provide scientiﬁc development on electric vehicles, especially

in Indonesia. In addition, the beneﬁts of this research help manufacturers consider important factors that

inﬂuence customer purchases towards electric vehicle.

1 INTRODUCTION

Today’s consumers are becoming more environmen-

tally conscious and tend to move towards green mar-

keting strategies. Electric vehicle manufacturers need

to increase consumer conﬁdence in their brands and

provide information that inﬂuences consumer pur-

chasing behavior when selling products. Providing

information about the beneﬁts of using electric vehi-

cles can increase consumer interest and willingness

to buy. Studies conducted show that manufacturers

who prioritize the beneﬁts of environmental and so-

cial impacts can increase consumer interest in con-

suming environmentally friendly products (Tih et al.,

2016; Alamsyah et al., 2020; Yang et al., 2020; Zang

et al., 2022). With the availability of existing electric

vehicles, manufacturers need to pay attention to con-

ditions in the market, what factors attract consumers

and inﬂuence their buying process (Zheltukhina et al.,

2020).

With the growth of the electric vehicle industry in

Indonesia, for manufacturers, they need to become a

brand that consumers can see and choose. From the

latest data, there is an increase in the use of electric

cars in Indonesia as well as an increase in the number

of power charging stations at various points in Indone-

sia. This is inseparable.

From the Presidential instruction regarding the

recommended use of electric vehicles (Alfarizi, 2022;

Respti and Pratama, 2023). Competition in the elec-

tric vehicle industry makes manufacturers must think

about advertisements that can be received by con-

sumers well to inﬂuence the buying process (Wi-

jekoon and Sabri, 2021). In addition, it is also nec-

essary to consider that this young generation is a po-

tential user of electric cars in the future.

Currently the competition is very tight, consumers

are faced with many choices (Zhang et al., 2015).

Advertising is one of the strategies used by compa-

nies to introduce their products to the market (Katke,

2007). One of them is digital advertising which can

help companies build brand awareness and spark con-

sumer interest in products (Maniu and Zaharie, 2014).

Social media such as YouTube can be used as on-

line video advertising (Lee et al., 2015; Corstjens and

Umblijs, 2012). In evaluating an advertisement, con-

sumers see information, beneﬁts and also how the ad-

vertisement can attract them (Smith, 2019; Rambe

and Jafeta, 2017). Evaluating advertising value is part

of consumer attitudes towards existing advertisements

(Ducoffe, 1995).

Prabowo, P. and Soekardi, C.

The Effect of Online Video Advertising and Green Message on Electric Car Purchase Intention.

DOI: 10.5220/0012445400003848

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 3rd International Conference on Advanced Information Scientiﬁc Development (ICAISD 2023), pages 149-153

ISBN: 978-989-758-678-1

149

1. Online Video Advertising

Content in online video advertising has a wide

variety and aims to personalize according to the

market so that consumers can accept it (Dehghani

et al., 2016; Kim et al., 2013). In reviewing on-

line video advertising, there are several things that

need to be considered such as clear and relevant

information for consumers (Lasc

ar and Mlady,

2017; C. et al., 2002). In addition, there is an

entertaining side in the video to build interaction

from consumers and brands without being dis-

tracted by other things (Firat, 2019; Tsang et al.,

2004). Pleasure is one of the important things in

enjoying online video advertising for consumers

(Y. et al., 2009). And credibility is needed in on-

line video advertising in order to increase trust

from consumers (Yang et al., 2017; Brackett and

Carr, 2001). To summarize, some important indi-

cators are customization, informativeness, enter-

tainment, credibility.

2. Green Message

The message conveyed in green marketing needs

to inﬂuence and invite consumers to be involved

in the sustainability of nature in the long term

(Yang et al., 2016; Rahbar and Abdul Wahid,

2011). By carrying out green marketing, it

can help companies build their credibility as a

green company and this can build credibility that

gives consumers trust in the brand (Hartmann and

Apaolaza-Ib

nez, 2009; S et al., 2015; Knight

et al., 2007). In other words, the green mes-

sage has an inﬂuence on the marketing process

that will be carried out by the company. A good

message is to show the business of the company

to protect the environment by providing environ-

mentally friendly products. The effective step is

to show what the efforts have been successfully

carried out by the company, this will arouse trust

and increase the beliefs of the customer. In addi-

tion, another indicator is a pleasant and favorable

message can provide customer understanding of

the green product offered (D’Souza and Taghian,

2005; Zinkhan and Carlson, 1995; PB and KK,

2012; Huang et al., 2014; Sheehan and Atkinson,

2012).

3. Purchase Intention

Purchase intention is the stage where consumers

examine deeper information on a brand in the

purchasing process after the selection process

from several alternatives (Belch and Belch, 2012;

Schiffman and Kanuk, 2010). Currently, brands

are struggling to communicate not only the func-

tion of their products, but also focus on the emo-

tional side (L., 2010). In the process, consumers

conduct in-depth research before buying green

products (Chen and Chang, 2012). Information

about product quality, beneﬁts and also social im-

pacts for consumers are the main considerations

(Poluan et al., 2016; Wang and Tsai, 2014; Kang

et al., 2012). These things can build trust from

consumers towards brands (P et al., 2015). By

building awareness and trust, consumers have a

purchase intention for green products (Suki et al.,

2016; Ali et al., 2011; Nik Abdul Rashid, 2009).

Some of the points that can be seen are perceived

value, subjective norm, trust, and awareness. This

study aims to see if there is a signiﬁcant impact of

online video advertising and green messages on

the purchase intention of customers.

2 METHODOLOGY

This research used a quantitative approach. The

data collection method used is through an online sur-

vey with respondents from various cities in Indone-

sia. The selected respondents are young people aged

around 18-35 years, as many as 200 people. Respon-

dents were asked to view online video advertising on

YouTube before ﬁlling out the survey. The research

object chosen is one of the advertising videos for an

electric car brand that has the highest sales in Indone-

sia in 2022. Data collection used a Likert scale from

1-5 to obtain data on the 3 variables being tested in

this study. Each variable has different indicators that

were asked to respondents. Processing of this re-

search data using the PLS-SEM technique with the

help of the Smart-PLS application to check the valid-

ity and reliability of existing data for factor analysis,

the inﬂuence between variables and how signiﬁcant

the relationship between these variables is.

3 RESULTS AND DISCUSSION

From the data collected, the ﬁrst data processing is

to check the validity and reliability of the factors and

variables. In the process, an inner test is carried out to

obtain Cronbach’s Alpha, Composite Reliability, and

Average Variance Extracted (AVE) data summarized

in Table 1. The data instrument used has been tested

to be very reliable, this can be seen from the construct

data which has a Cronbach’s alpha value above 0.81

and a composite reliability value whose value is¿ 0.7.

In the AVE value obtained, valid data has been ob-

tained with a higher value than the correlation involv-

ing the construct. So, it can be concluded that the data

used already has valid data from reliable instruments.

ICAISD 2023 - International Conference on Advanced Information Scientiﬁc Development

150

Figure 1: Hypothesis Model.

Table 1: Inner Test.

Constructs Cronbach’s

Alpha

Composite

Reliability

Average

Variance Ex-

tracted (AVE)

Green Message 0.861 0.900 0.644

Online Video Ad-

vertising

0.816 0.878 0.643

Purchase Intention 0.873 0.912 0.723

Table 2: Outer Test.

Indicators Original

Sample

(O)

Sample

Mean

(M)

Standard

Devi-

ation

(STDEV)

Statis-

tics

(O/STDEV)

P Val-

ues

GM1 <- Green

Message

0.730 0.731 0.041 17.783 0.000

GM2 <- Green

Message

0.788 0.786 0.036 22.014 0.000

GM3 <- Green

Message

0.858 0.857 0.022 39.143 0.000

GM4 <- Green

Message

0.819 0.817 0.034 23.983 0.000

GM5 <- Green

Message

0.811 0.809 0.029 27.868 0.000

OVA1 <- On-

line Video Adver-

tising

0.765 0.763 0.042 18.162 0.000

OVA2 <- On-

line Video Adver-

tising

0.816 0.816 0.022 36.586 0.000

OVA3 <- On-

line Video Adver-

tising

0.841 0.842 0.023 36.166 0.000

OVA4 <- On-

line Video Adver-

tising

0.785 0.784 0.032 24.298 0.000

PI1 <- Purchase

Intention

0.779 0.778 0.045 17.280 0.000

PI2 <- Purchase

Intention

0.849 0.849 0.029 29.663 0.000

PI3 <- Purchase

Intention

0.892 0.893 0.014 65.690 0.000

PI4 <- Purchase

Intention

0.877 0.876 0.017 50.689 0.000

From Table 2, the data shows the loading factor

value data for each indicator in each construct. It

can be seen from the outer loading or original sample

data, that the loading factor value of the entire indi-

cator is ¿0.7 so that it can be declared valid. From

the Green Message data, it can be seen that 3 indica-

tors have the largest value, namely indicators 3, 4 and

5. These indicators relate to Believable, Favorable,

and Good messages. Furthermore, in Online Video

Advertising which has a loading factor is indicators 2

and 3, namely the video provides information to con-

sumers, and also the video shows credibility. And in

Purchase Intention, respondents know the beneﬁts of

using electric cars and from the video respondents can

also trust the quality of the product.

Table 3: Hypothesis Test.

Correlations Original

Sam-

ple (O)

Sample

Mean

(M)

Standard

Devi-

ation

(STDEV)

Statis-

tics

(O/STDEV)

P Val-

ues

Green Message -

>Purchase Intention

0.405 0.405 0.083 4.904 0.000

Online Video Adver-

tising ->Purchase

Intention

0.314 0.319 0.083 3.769 0.000

From Table 3, it is clear that the correlation of

Green Message and Online Video Advertising to Pur-

chase Intention has a signiﬁcant relationship. This

can be seen from both having P Values ¡0.005 so

that it can be stated that the relationship between

these constructs is very signiﬁcant. In addition, when

viewed from the T Statistics data, the number ob-

tained is ¿1.96 so it can be concluded that there is

a signiﬁcant inﬂuence of Green Message and Online

Video Advertising on Purchase Intention.

This research conﬁrms that the clarity in the video

about the product can provide information that can in-

crease customer conﬁdence in the credibility of elec-

tric car manufacturers (Lasc

ar and Mlady, 2017; C.

et al., 2002; Yang et al., 2017; Brackett and Carr,

2001). In addition, the information in electric car

advertisements can provide an overview to poten-

tial consumers to consider purchasing an electric car

(Schiffman and Kanuk, 2010; L., 2010; Chen and

Chang, 2012). The model built in this study success-

fully shows the inﬂuence of green messages and on-

line video advertising on the intention of consumers

to purchase electric cars. In addition, this study illus-

trates the importance of factors that need to be con-

sidered in providing green messages and producing

online video advertising.

4 CONCLUSIONS

From the results of the study, the data showed a

strong inﬂuence of online video advertising as well

as green messages on electric car purchase intention.

The placement of environmentally friendly messages

helps online video

advertising to increase its value to be accepted and

trusted by potential consumers. This research shows

the beneﬁts of using online video advertising to at-

tract consumers to use electric cars. In both the auto-

motive and corporate sectors, this study will help in

understanding the perceptions of potential consumers

from the latest electric vehicle advertisements. This is

important for the younger generation who will be po-

The Effect of Online Video Advertising and Green Message on Electric Car Purchase Intention

151

tential buyers in the future. In addition, the research

is useful in developing new perspectives in the sci-

ence of electric vehicles. The limitations of this study

are in the object of research that only uses online

video advertising, for further research can be com-

pleted with various other mediums used by companies

for marketing electric cars.

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