Green perceived value and green product purchase intention of Gen Z consumers: Moderating role of environmental concern

  • 529 Views
  • 118 Downloads

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License

The primary objective of this study is to examine the connection between Generation Z Indonesian consumers’ perceptions of value for green products and their purchase intentions, with a supplementary investigation into how environmental concerns moderate the influence of perceived green value on their intention to purchase green products. Between June and December 2021, a probability sampling technique, specifically stratified random sampling, was used to select a sample of 543 Indonesian Generation Z consumers. The data were analyzed using a variance-based method, namely partial least squares, within the context of structural equation modeling. The analysis reveals that functional value, conditional value, and environmental concern significantly and positively affect the intention to purchase green products. This indicates that Generation Z consumers are more inclined to choose green products when they perceive them to have good functional value, when specific conditions or requirements support the purchase, and when they have a high environmental concern. Moreover, environmental concern moderates the effect of social value on the intention to purchase green products. This suggests that more environmentally conscious consumers are more likely to be influenced by social value benefits when deciding to buy green products, highlighting the complex interplay between environmental and social motivations in shaping consumer behavior towards sustainability.

view full abstract hide full abstract
    • Figure 1. Conceptual framework
    • Figure 2. Results of conceptual framework
    • Table 1. Sample demographics
    • Table 2. Measurement items
    • Table 3. Validity and reliability results
    • Table 4. Measurement model and discriminant validity
    • Table 5. R-square
    • Table 6. Results of hypotheses testing
    • Conceptualization
      Syarifah Hudayah, Rizky Yudaruddin
    • Funding acquisition
      Syarifah Hudayah, Rizky Yudaruddin
    • Investigation
      Syarifah Hudayah, Rizky Yudaruddin
    • Project administration
      Syarifah Hudayah, Melda Aulia Ramadhani, Kezia Arum Sary
    • Supervision
      Syarifah Hudayah, Rizky Yudaruddin
    • Validation
      Syarifah Hudayah
    • Writing – review & editing
      Syarifah Hudayah, Rizky Yudaruddin
    • Data curation
      Melda Aulia Ramadhani, Kezia Arum Sary, Sugeng Raharjo
    • Formal Analysis
      Melda Aulia Ramadhani, Kezia Arum Sary, Sugeng Raharjo
    • Methodology
      Melda Aulia Ramadhani, Kezia Arum Sary, Sugeng Raharjo, Rizky Yudaruddin
    • Software
      Melda Aulia Ramadhani, Kezia Arum Sary, Sugeng Raharjo
    • Visualization
      Melda Aulia Ramadhani, Kezia Arum Sary, Sugeng Raharjo
    • Writing – original draft
      Melda Aulia Ramadhani, Kezia Arum Sary, Sugeng Raharjo
    • Resources
      Sugeng Raharjo, Rizky Yudaruddin