The Role of Environmental Awareness, Consumption Value and Eco-Label in Influencing Green Purchase Intention in Generation Z
Peran Kesadaran Lingkungan, Nilai Konsumsi dan Eco-Label Dalam Memengaruhi Minat Beli Hijau Pada Generasi Z
DOI:
https://doi.org/10.21070/ups.3975Keywords:
Environmental Awareness, Consumption Value, Eco Label, Green Purchase Intention, Generation ZAbstract
This study aims to determine the role of environmental awareness, consumption value and eco-label in influencing green purchase intention in Generation Z. This research uses a causal quantitative approach with the population being Generation Z aged 17-26 years and has used environmentally friendly products. The sampling technique of this research was carried out using a non-probability side method with purposive sampling technique with a total of 135 respondents. The data collection technique is by distributing questionnaires and the answers will be measured through a Likert scale. The data analysis technique uses the PLS-SEM method with the help of SmartPLS software version 3.0. The results of this study indicate that environmental awareness, consumption value and eco label have a positive and significant effect on green buying interest in Generation Z. The consumption value variable is the variable with the greatest influence on green purchase intention in Generation Z
Downloads
References
Moslehpour, Massoud, Ka Yin Chau, Lijie Du, Ranfeng Qiu, Chia-Yang. Lin, and Batzaya Batbayar, “Predictors of green purchase intention toward eco-innovation and green products: Evidence from Taiwan,” Economic Research- Ekonomska Istrazivanja. , vol. 36, no. 2, p., 2023, doi: 10.1080/1331677X.2022.2121934.
Wijekoon, Rusitha and Mohamad Fazli Sabri, “Determinants that influence green product purchase intention and behavior: A literature review and guiding framework,” Sustainability (Switzerland)., vol. 13, no. 11, pp. 1–40, 2021, doi: 10.3390/su13116219
“Environmental Performance Index,” [Online]. Available: https://epi.yale.edu/epi-results/2022/country/idn.
“Sensus Penduduk 2020 : Penduduk Indonesia Didominasi Oleh Generasi Z dan Millenial,” [Online]. Available: https://databoks.katadata.co.id/datapublish/2021/01/22/sensus-penduduk-2020-penduduk-indonesia-didominasi-gen-z-dan-milenial.
Afianah,Vina Nur and Uswatun Hasanah, “Media Infografis Sebagai Upaya Meningkatkan Karakter Peduli Lingkungan Bagi Generasi Z,” Primary : Jurnal. Pendidikan Guru Sekolah Dasar, vol. 10, no. 6, p. 1436, 2021, doi: 10.33578/jpfkip.v10i6.8420.
Su, Ching-Hui, Chin-Hsun Tsai, Ming-Hsiang Chen, and Wan Qing. Lv, “U.S. sustainable food market generation Z consumer segments,” Sustainability (Switzerland)., vol. 11, no. 13, pp. 1–14, 2019, doi: 10.3390/su11133607.
Khomsin, Moh Ali, Mochamad Edris, and Joko Utomo, “Pengaruh Green Marketing , Pengetahuan , Inovasi Produk terhadap Minat Beli dan Keputusan Pembelian ( The Effect of Green Marketing , Knowledge , Product Innovation on Purchase Intention and Purchase Decision ),” Jurnal Bisnis dan Pemasaran Digital vol. 1, no. 2, pp. 107–124, 2023.
Jeevandas, M. S., Lekshmi D. Nair, and Soni Vivek, “Impact of green marketing on consumer purchase intention and sustainable development,” International Journal of Innovative Technology and Exploring Engineering., vol. 8, no. 6, pp. 165–169, 2019.
Ogiemwonyi,Osarodion, Amran Bin Harun, Mohammad Nurul Alam, and Bestoon Abdulmaged Othman, “Do We Care about Going Green? Measuring the Effect of Green Environmental Awareness, Green Product Value and Environmental Attitude on Green Culture. An Insight from Nigeria,” Environmental and Climate Technologies, vol. 24, no. 1, pp. 254–274, 2020, doi: 10.2478/rtuect-2020-0015.
Khan, Eijaz Ahmed, Pradip Royhan, M. Ashiqur Rahman, Mohammed Mizanur Rahman, and Ahmed Mostafa, “The impact of enviropreneurial orientation on small firms’ business performance: The mediation of green marketing mix and eco-labeling strategies,” Sustainability (Switzerland)., vol. 12, no. 1, pp. 0–15, 2020, doi: 10.3390/SU12010221
Rahman,Taufik Nur and Arry Widodo, “The Influence Of Eco-Label, Eco-Brand And Environmental Advertisement On Consumer Purchase Behaviour In Ecocare Product Consumers (Study On Ecocare Products In Bandung),” e-Proceeding of Management., vol. 7, no. 1, p. 1304, 2020, [Online]. Available: https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf.
Qasim, Haroon, Liang Yan, Rui Guo, Amer Saeed, and Badar Nadeem Ashraf, “The defining role of environmental self-identity among consumption values and behavioral intention to consume organic food,” International Journal of Environmental Research and Public Health, vol. 16, no. 7, 2019, doi: 10.3390/ijerph16071106.
Kaur, Puneet, Amandeep Dhir, Shalini Talwar, and Karminder Ghuman, “The value proposition of food delivery apps from the perspective of theory of consumption value,” International Journal of Contemporary Hospitality Management., vol. 33, no. 4, pp. 1129–1159, 2020, doi: 10.1108/IJCHM-05-2020-0477.
Amin, Sanjida and Md Touhiduzzaman Tarun, “Effect of consumption values on customers’ green purchase intention: a mediating role of green trust,” Social Responsibility Journal, vol. 17, no. 8, pp. 1320–1336, 2021, doi: 10.1108/SRJ-05-2020-0191..
Maidah, Erisa Al and Dewi Komala Sari, “Pengaruh Price Discount, Fashion Involvement dan Shopping Lifestyle terhadap Impulse Buying pada Pengguna Brand ERIGO Apparel di Sidoarjo,” Balance : Economic,Business, Management and Accounting Journal, vol. 19, no. 2, p. 165, 2022, doi: 10.30651/blc.v19i2.13014.
Chan, Ricky Y. K., “Determinants of Chinese consumers’ green purchase behavior,” Psychology and Marketing, vol. 18, no. 4, pp. 389–413, 2001, doi: 10.1002/mar.1013.
Rashid , Nik Ramli Nik Abdul, “Awareness of Eco-label in Malaysia’s Green Marketing Initiative,” International Journal of Business and Management, vol. 4, no. 8, 2009, doi: 10.5539/ijbm.v4n8p132.
Abeysekera. Indra, Leah Manalang, Raul David, and Bethel Grace Guiao, “Accounting for Environmental Awareness on Green Purchase Intention and Behaviour: Evidence from the Philippines,” Sustainability (Switzerland)., vol. 14, no. 19, pp. 1–19, 2022, doi: 10.3390/su141912565.
Panopoulos, Anastasios, Anasthasios Poulis, Prokopi Theodoridis, and Antonios Kalampakas, “Influencing Green Purchase Intention through Eco Labels and User-Generated Content,” Sustainability (Switzerland)., vol. 15, no. 1, 2023, doi: 10.3390/su15010764.
Ariescy, Reiga Ritomiea, Egan Evanzha, Yudha Amriel, Reivica Anindita R.I, “Pengaruh Iklan Hijau dan Kesadaran Lingkungan Terhadap Minat Beli dan Keputusan Pembelian Air Mineral Merek Ades di Kabupaten Jember,” Jurnal Mebis Manajemen dan Bisnis, vol. 4, pp. 70–77, 2019.
Song, Yao, Zhenzhen Qin, and Qi Yuan, “The impact of eco-label on the young Chinese generation: The mediation role of environmental awareness and product attributes in green purchase,” Sustainability (Switzerland)., vol. 11, no. 4, 2019, doi: 10.3390/su11040973.
Willyana, Meisie, Evelyn Wijaya, Achmad Tavip Junaedi, and David, “Impact Of Green Marketing And Environmental Awareness On Purchase Decision Of Aqua Mineral Water,” Lucrum : Jurnal Bisnis Terapan, vol. 3, no. 1, pp. 45–54, 2023.
Arrazzaqy, Muhammad Nizar, Ming Ming Lukiarti, “Pengaruh Pengetahuan Lingkungan Dan Kepedulian Lingkungan Terhadap Minat Beli Produk Hijau Pada Generasi Z (Studi Kasus Pada Produk Pakaian Bekas (Thrifting) Di Kabupaten Rembang),” Jurnal Mirai Management, vol. 8, no. 1, pp. 479–485, 2023, [Online]. Available: https://journal.stieamkop.ac.id/index.php/mirai/article/view/3860.
Jung, Hye Jung, Yun Jung Choi, and Kyung Wha Oh, “Influencing factors of chinese consumers’ purchase intention to sustainable apparel products: Exploring consumer ‘attitude–behavioral intention’ gap,” Sustainability (Switzerland)., vol. 12, no. 5, pp. 1–14, 2020, doi: 10.3390/su12051770
Wojnarowska, Magdalena, Mariusz Sołtysik, and Anna. Prusak, “Impact of eco-labelling on the implementation of sustainable production and consumption,” Environmental Impact Assessment Review, vol. 86, no. August 2020, 2021, doi: 10.1016/j.eiar.2020.106505.
Atmando, Citra Ridho, “Pengaruh Persepsi Green Product dan Green Brand Image Terhadap Minat Beli Rumah Ramah Lingkungan Pada Generasi Y Di Surabaya,” PERFORMA Jurnal Manajemen dan Start-Up Bisnis, vol. 4, no. 3, 2019.
Lukiarti , Ming Ming, "Pengaruh kepedulian lingkungan dan sikap terhadap minat beli produk hijau (Studi kasus pada konsumen produk hijau di kabupaten rembang). BBM (Buletin Bisnis & Manajemen), 5(1), 15-28, 2019.
Khayru, Rafadi Khan, Muhammad Wayassirli Amri, and M. Abdul Gani, “Green Purchase Behavior Review Tentang Peran Harga, Hijau Produk, dan Gaya Hidup,” Journal of Marketing and Business Research, pp. 71–83.
Yahya, “Peran Green Marketing, Green Brand Image Terhadap Purchase Intention Dengan Green Trust Sebagai Variabel Intervening,” Jurnal Ilmiah Manajemen dan Bisnis, vol. 1, no. 1, pp. 17–38, 2022, doi: 10.24034/jimbis.v1i1.5131.
Ferdinan, Augusty, Metode Penelitian Manajemen. Semarang: BP Universitas Diponegoro, 2014.
Utama, Eka Agustha Prasetya and Edi Komara, “Faktor yang Mempengaruhi Minat Pembelian Produk Ramah Lingkungan (Studi Kasus pada Generasi Z di Jabodetabek),” Jurnal Ekonomi Manajemen dan Perbankan (Journal Economics, Management and Banking), vol. 7, no. 3, p. 90, 2022, doi: 10.35384/jemp.v7i3.259.
Purwanto, Agus and Yuli Sudargini, “Partial Least Squares Structural Squation Modeling (PLS-SEM) Analysis for Social and Management Research : A Literature Review,” Journal of Industrial Engineering & Management Research, vol. 2, no. 4, pp. 114–123, 2021.
Sayyida, “Structural Equation Modeling (Sem) Dengan Smartpls Dalam Menyelesaiakan Permasalahan Di Bidang Ekonomi,” Journal MISSY (Management and Business Strategy., vol. 4, no. 1, 2023
Downloads
Additional Files
Posted
License
Copyright (c) 2024 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
