UNFOLDING THE EFFECT OF VEHICLE LIMITATION POLICY IN EDUCOPOLIS AREA: (REIN)FORCING THE GREEN BEHAVIOR?

The high level of use of vehicles (motorcycles and cars) cause a various of negative impacts on the environment. The most dangerous impact is air pollution. In Indonesia, vehicle ownership has grown rapidly either formedin cars or motorcycle. Approximately about 8 millions of motorcycles (Indonesian Motorcycles Industry Association, 2012) and over 400,000 cars (The Association of Indonesia Automotive Industries, 2012) has been sold in Indonesia. University as an educational institution, is also facing the problem of air pollution on campus. It is associated with the increasing number of students who use vehicles (cars and motorcycles) on campus. To reduce air pollution, Universitas Gadjah Mada prohibit students ride vehicles (cars and motorcycles) on campus. Instead, students are encouraged to bicycling or walking. This study investigate the role of internalizati on as moderating variable on the relationship of extrinsic motivation (functional, economic, emotional, and social value), and loyalty intention (continuous behavior of the students to bicycling/wal king). The results showed that extrinsic motivation (functional, economic, emotional, and social value) positively affect loyalty intention. However, internalizing proved as moderating variable only on the second relationship, that is, the relationship between economic value and loyalty intention.

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