Driving forces behind electric stove purchase intentions in peri-urban areas of Surakarta city, Indonesia

Abstract

The Government of Indonesia has introduced electric stove as an alternative to LPG stove to promote cleaner cooking fuels and support the country's energy transition. This study aims to investigate the factors influencing the intention to purchase electric stoves among peri-urban residents in Indonesia. Specifically, it examines three exogenous variables: ease of use, perceived risk, and price; two mediator variables: perceived value and affordability; and their impact on the endogenous variable, which is the intention to purchase electric stoves. The result indicates that ease of use, price, and affordability significantly contribute directly to purchase intention. Affordability emerges as the strongest mediator, linking ease of use, perceived value, perceived risk, and price to the intention to purchase electric stoves. Additionally, perceived value mediates the relationship between ease of use and affordability. The model is statistically significant, suggesting that these factors should be recognised in efforts to develop the market of electric stoves in peri-urban areas in Surakarta city, Indonesia. This implies that policies and marketing strategies should focus on improving affordability and perceived value while addressing ease of use and perceived risk to encourage adoption of electric stoves. Understanding these determinants can help policymakers and business tailor their approaches to effectively promote cleaner cooking technologies.