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Drivers of Green Purchase Intention of Indonesia’s Gen Z

In: Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025)

Author

Listed:
  • Nyoman Indah Kusuma Dewi

    (Politeknik Negeri Bali, Business Administration Department)

  • Ida Ayu Putri Widiasuari Riyasa

    (Politeknik Negeri Bali, Business Administration Department)

  • Laily Fauziah

    (Politeknik Negeri Bali, Business Administration Department)

  • Made Ayu Jayanti Prita Utami

    (Politeknik Negeri Bali, Business Administration Department)

  • Gede Pradiva Adinigrat

    (Politeknik Negeri Bali, Business Administration Department)

  • I Nyoman Suka Sanjaya

    (Politeknik Negeri Bali, Business Administration Department)

Abstract

As global environmental challenges and sustainability concerns become increasingly pressing, Indonesian Gen Z has emerged as a primary focus in research on eco-friendly consumer behavior. This study investigates the key determinants of green purchase intention amid Gen Z consumers in Indonesia, focusing on the environmental concern, environmental knowledge, and social influence roles. This research adopts a quantitative approach utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze 312 data collected from Business Administration students at Politeknik Negeri Bali. The findings reveal that the environmental concern and environmental knowledge significantly influence green purchase intention, while social Influence does not exhibit a significant effect. Among the three predictors, the environmental knowledge emerged as the strongest determinant. These results underscore the importance of fostering environmental concern and knowledge to encourage sustainable consumption behavior among Gen Z. Moreover, marketers and policymakers can implement the result of this study as practical insights in designing targeted strategies to promote eco-friendly products.

Suggested Citation

  • Nyoman Indah Kusuma Dewi & Ida Ayu Putri Widiasuari Riyasa & Laily Fauziah & Made Ayu Jayanti Prita Utami & Gede Pradiva Adinigrat & I Nyoman Suka Sanjaya, 2025. "Drivers of Green Purchase Intention of Indonesia’s Gen Z," Advances in Economics, Business and Management Research, in: Muhammad Udin Harun Al Rasyid & Nurul Fahmi & Yuliana Sukarmawati & I Wayan Sutina & Upayana Wiguna (ed.), Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025), pages 136-143, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-938-4_17
    DOI: 10.2991/978-94-6463-938-4_17
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