Does The Green Advertising Attract Gen Z to Buy?

DOI

10.2991/978-94-6463-817-2_46How to use a DOI?

Keywords

Green advertising; purchase intention; gen Z

Abstract

Green advertising has become an increasingly prevalent strategy among brands aiming to engage environmentally conscious consumers, particularly those in Generation Z. Despite its widespread adoption, concerns persist regarding its actual impact on purchase intention and whether consumers perceive these messages as authentic or merely as marketing tactics. While prior research suggests a positive association between green advertising and purchase intention, variations in perception exist across different cultural and economic contexts. In Indonesia, where environmental awareness is growing, empirical studies on this subject remain scarce. With a focus on The Body Shop, this study aims to examine how green advertising affects the purchase intentions of Indonesian Generation Z customers. Utilizing a purposive sampling approach, an online survey was conducted with 100 respondents aged 12 to 27 years who frequently visit The Body Shop outlets. Data were gathered through a structured questionnaire and analyzed using correlation tests, linear regression, and t-tests. The results showed a strong positive correlation between purchase intention and green advertising, underscoring its pivotal role in influencing consumer behavior. However, this influence should be assessed in conjunction with other contributing factors. This research offers valuable implications for marketers in crafting more effective and credible green advertising strategies while deepening the understanding of Generation Z’s purchasing behavior in the Indonesian market.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Arvianti Farah Natsya Putri
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2025
DA  - 2025/09/12
TI  - Does The Green Advertising Attract Gen Z to Buy?
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 378
EP  - 383
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_46
DO  - 10.2991/978-94-6463-817-2_46
ID  - Putri2025
ER  -