The Influence of Green Skepticism, Environmental Knowledge and Environmental Concern on Generation Z's Green Purchase Intentions in Indonesia

Abstract


 
 
 As environment become a prominent issue throughout the world, consumer behaviour significantly changed and adapted to be more sustainable. This interest around environment has led to aspiring business opportunities of green product or environmentally friendly product. Firms started to produce green product as a way to remain competitive in the market. With the number of green product increased, there’s a skeptical believe that companies started to present misleading and false information about their green product to merely boost profit or reputation. This consumers’ believe is alarming to firms as it is considered to detriment consumer’s purchase intention. In addition, young generation are more likely to be open to new information and are considered as potential environmentally friendly product consumers. Alongside with green skepticism, two most - studied indicators of green purchase intention notably environmental knowledge and environmental concern were analysed on young consumers’ green purchase intention. Research was conducted using quantitative approach to 403 Generation Z respondents and analysed using Partial Least Square (PLS) – SEM method. The result of this research shows that green skepticism has insignificant negative influence on green purchase intention while both environmental knowledge and environmental concern have positive and significant influence on green purchase intention. These findings might be useful for companies to understand the green purchase behaviour among young consumers and better developed their marketing strategies.
 
 

Analyses of Gen Z’s Perceived Environmental Knowledge and Intention to Use Eco-Friendly Shopping Bags

“…The theories were developed based on past study on Generation Z's environmental behavior. According to studies, Generation Z's environmental awareness positively affects their propensity to make green purchases (Fabiola & Mayangsari 2020, Pratiwi et al, 2018. Not only are they more conscious of their surroundings, but they are also more concerned about environmental issues (Dwidienawati, 2020).…”

Exploring the effect of cognitive factors and e-social interactions on the green purchase intention: evidence from a transitional economy

“…Consequently, environmentally conscious consumers tend to focus on and choose eco-friendly products (Liu et al , 2020; Mazhar et al , 2022). Selective buying behavior demonstrating environmental concern is expressed through the purpose or requirement to purchase green products (Fabiola and Mayangsari, 2020).…”

Influencing Generation Z’s Green Purchase Intention: Roles of Awareness and Eco-Labels

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