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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Eduvest - Journal of Universal Studies
Dewi Tamara
Universitas Bina Nusantara, Indonesia
Aerospace Engineering Computer Science & IT Health Professions Neuroscience Social Sciences

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Factors Influencing Gen Z’s Green Product Purchase Behavior Nisrina Nur Fadhilah; Lale Mega Zahara; Iko Dharma Januar; Dewi Tamara
Eduvest - Journal of Universal Studies Vol. 5 No. 6 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i6.51320

Abstract

This research examines the increasing awareness and adoption of green products among Gen Z consumers in Indonesia, particularly in Jakarta. Understanding their purchasing behaviors towards green products is crucial in promoting environmentally friendly consumption in emerging markets. Despite the growing interest, it remains unclear whether Indonesian Gen Z is actively shifting their purchases toward green products. This study aims to address this gap by exploring the factors influencing their green purchase behavior. This research specifically investigates the influences on green purchasing decisions among Indonesian Gen Z, a demographic that has not been extensively studied in previous literature regarding green purchase behavior. Data was collected through a self-administered online survey involving 335 respondents. The research employed Partial Least Squares Structural Equation Modeling (PLS- SEM) to analyze the relationships between perceived behavioral control (PBC), subjective norms (SN), green attitude (GA), green branding (GB), perceived environmental responsibility (PER), green packaging (GP), and purchase intention (PI). The findings reveal that green attitude, green packaging, and purchase intention significantly and positively impact green purchase behavior among Gen Z consumers. The study concludes that fostering positive green attitudes and enhancing brand image can significantly encourage green consumption among Indonesian Gen Z. Marketers and policymakers should prioritize these aspects to promote green purchase behavior effectively. This study makes theoretical contributions, as the mentioned literature represents key variables that ultimately lead to green purchase behavior.
Stimulating Impulse Buying of Cosmetics and Skincare Products in Live Commerce: The Role of Streamer Attractiveness, Interactivity, and Expertise on TikTok Indonesia Eunha Kim; Dewi Tamara
Eduvest - Journal of Universal Studies Vol. 6 No. 6 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i6.53234

Abstract

Live commerce, which combines the advantages of offline and online shopping, is gaining attention as an effective sales channel in Indonesia's rapidly growing e-commerce market. In particular, TikTok Shop integrates social media and live commerce, allowing sellers to leverage live streamers' interactions with viewers to stimulate real-time purchases. This research examines how live streamers' attributes — such as attractiveness, interactivity, and expertise — influence impulsive buying through hedonic and utilitarian values within the Stimulus–Organism–Response (S-O-R) framework. This research adopts a quantitative approach and focuses on individuals in Indonesia who have watched cosmetics and skincare live streaming on TikTok Shop. Data from 342 valid responses were collected in February 2026 through an online questionnaire distributed via Google Forms and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that streamer attractiveness and interactivity significantly increase consumers' hedonic value, which in turn strongly drives impulsive buying, whereas utilitarian value does not have a significant effect. The findings suggest that in TikTok live commerce, where shopping is closely integrated with entertainment and social interaction, emotional enjoyment rather than functional evaluation becomes the primary driver of impulsive purchases. Future studies should use more diverse samples, target first-time buyers, compare different streamer types, and incorporate factors such as brand trust to better understand how streamer attributes influence impulsive buying across different contexts.
Co-Authors Eunha Kim Iko Dharma Januar Lale Mega Zahara Nisrina Nur Fadhilah