Proceedings of the 8th Mechanical and Industrial Engineering Symposium (MIE 2025)

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From Narrative to Behavioral Shift: An Experimental Pilot Study on Message Framing and Environmental Concern in Electric Vehicle Adoption

Authors
Caesarius Haryo Bagaskara1, *, Hilya Mudrika Arini1
1Department of Mechanical and Industrial Engineering, Faculty of Engineering, Universitas Gadjah Mada, Yogyakarta, Indonesia
*Corresponding author. Email: caesariusharyobagaskarastrt@mail.ugm.ac.id
Corresponding Author
Caesarius Haryo Bagaskara
Available Online 24 May 2026.
DOI
10.2991/978-94-6239-687-6_31How to use a DOI?
Keywords
Message Framing; Prospect Theory; Electric Vehicle Adoption; Willingness to Buy; New Environmental Paradigm
Abstract

Electric vehicles are an innovation that has potential to reduce environmental impacts in the transportation sector. In Indonesia, the adoption rate of electric vehicles still relatively low, even though the government has issued various incentive policies and conversion support. This study aims to examine the effect of message framing types (positive vs. negative), conversion motivation orientation (environmental concern vs. personal gain), and vehicle type (Battery Electric Vehicle [BEV] vs. Hybrid Electric Vehicle [HEV]) on purchase intention (Willingness to Buy, WTB) and Willingness to Pay (WTP), to switch to electric vehicles. Environmental concern was measured using the New Environmental Paradigm (NEP) scale that has been translated into Indonesian. The study involved 30 conventional vehicle owners as participants. The results showed that framing with a personal gain orientation resulted in a significantly higher response compared to framing based on environmental concern. However, framing has not had a significant effect on WTB, which is thought to be caused by external factors such as the price of electric vehicles which is still relatively high.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th Mechanical and Industrial Engineering Symposium (MIE 2025)
Series
Atlantis Highlights in Engineering
Publication Date
24 May 2026
ISBN
978-94-6239-687-6
ISSN
2589-4943
DOI
10.2991/978-94-6239-687-6_31How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Caesarius Haryo Bagaskara
AU  - Hilya Mudrika Arini
PY  - 2026
DA  - 2026/05/24
TI  - From Narrative to Behavioral Shift: An Experimental Pilot Study on Message Framing and Environmental Concern in Electric Vehicle Adoption
BT  - Proceedings of the 8th Mechanical and Industrial Engineering Symposium (MIE 2025)
PB  - Atlantis Press
SP  - 453
EP  - 464
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6239-687-6_31
DO  - 10.2991/978-94-6239-687-6_31
ID  - Bagaskara2026
ER  -