Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

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Green Marketing Strategies and Generation Z’s Purchase Intentions: Green Product Image as Mediator

Authors
Andi Nurul Fadhilah Ayu1, *
1Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: Nurul.fadhilah@pln.co.id
Corresponding Author
Andi Nurul Fadhilah Ayu
Available Online 30 July 2025.
DOI
10.2991/978-94-6463-758-8_162How to use a DOI?
Keywords
Green marketing mix; purchase intention; Generation Z; green brand image; structural equation modeling
Abstract

The study investigates the influence of the green marketing mix (product, price, place, promotion) on Generation Z’s purchase intention, with green brand image as a mediating variable. Using a sample of 200 respondents and structural equation modeling (SEM) for data analysis, the results reveal that green product does not significantly impact purchase intention, indicated by a t-statistic of 0.155 and a p-value of 0.876. In contrast, green price (t-statistic 2.904, p-value 0.004), green place (t-statistic 2.179, p-value 0.029), and green promotion (t-statistic 3.575, p-value 0.000) exhibit a significant positive influence on purchase intention. The analysis also indicates that green product and place significantly influence green brand image, while price does not. Mediation analysis reveals that green brand image does not mediate the relationship between the green marketing mix and purchase intention, as all p-values exceed 0.05. These findings suggest that while certain elements of the green marketing mix directly affect purchase intention, the role of green brand image as a mediator remains limited. Future research should investigate additional mediating factors to better understand Generation Z’s eco-conscious purchasing behaviors.

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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Volume Title
Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
30 July 2025
ISBN
978-94-6463-758-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-758-8_162How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - Andi Nurul Fadhilah Ayu
PY  - 2025
DA  - 2025/07/30
TI  - Green Marketing Strategies and Generation Z’s Purchase Intentions: Green Product Image as Mediator
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 2019
EP  - 2033
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_162
DO  - 10.2991/978-94-6463-758-8_162
ID  - Ayu2025
ER  -