Drivers of Green Purchase Intention of Indonesia’s Gen Z

DOI

10.2991/978-94-6463-938-4_17How to use a DOI?

Keywords

Environmental Concern; Environmental Knowledge; Gen Z; Green Purchase Intention; Social Influence

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.

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  - Nyoman Indah Kusuma Dewi
AU  - Ida Ayu Putri Widiasuari Riyasa
AU  - Laily Fauziah
AU  - Made Ayu Jayanti Prita Utami
AU  - Gede Pradiva Adinigrat
AU  - I Nyoman Suka Sanjaya
PY  - 2025
DA  - 2025/12/31
TI  - Drivers of Green Purchase Intention of Indonesia’s Gen Z
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025
PB  - Atlantis Press
SP  - 136
EP  - 143
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-938-4_17
DO  - 10.2991/978-94-6463-938-4_17
ID  - Dewi2025
ER  -