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All Journal MIX : Jurnal Ilmiah Manajemen JAE (Jurnal Akuntansi dan Ekonomi)
Rachela Putri Hanasti
Universitas Negeri Jakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Women, Environment and Marketing: What Drives Green Purchase Intention of Cloth Menstrual Pads Among Generation Z Andi Muhammad Sadat; Rachela Putri Hanasti; Nilnal Muna; Annisa Lutfia; Wisuwat Wannamakok
MIX: JURNAL ILMIAH MANAJEMEN Vol. 16 No. 2 (2026): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2026.v16i2.004

Abstract

Objectives: This study investigates the influence of environmental knowledge, green advertising, and environmental concern on green purchase intention toward cloth menstrual pad products, with attitude toward green products serving as a mediating variable and sustainability awareness functioning as a moderating variable.Methodology: Data were collected through an online survey of 421 Generation Z women residing in major Indonesian cities, namely Jakarta, Bandung, Surabaya, Medan, and Makassar, and analyzed using SmartPLS 4.Finding: The results reveal that environmental knowledge, green advertising, and environmental concern exert significant positive effects on attitudes toward green products, which subsequently enhance green purchase intention. Notably, environmental knowledge demonstrates a negative direct effect on purchase intention, while sustainability awareness fails to moderate the proposed relationships.Conclusion: These findings offer valuable insights for manufacturers, marketers, policymakers, and environmental organizations seeking to foster green purchase intention, particularly for sustainable products such as cloth menstrual pads
Pengaruh Environmental Knowledge, Green Advertising, dan Environmental Concern terhadap Green Purchase Intention pada Produk Pembalut Kain Rachela Putri Hanasti; ANDI MUHAMMAD SADAT; ANNISA LUTFIA
JAE (JURNAL AKUNTANSI DAN EKONOMI) Vol 10 No 2 (2025): JAE (Jurnal Akuntansi dan Ekonomi)
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jae.v10i2.25403

Abstract

This study aims to examine the effect of environmental knowledge (EK), green advertising (GA), and environmental concern (EC), on green purchase intention (GPI) on menstrual pad. Respondents are Generation Z women who live in Jakarta, Bandung, Surabaya, Medan, and Makassar. This study uses a quantitative approach through an online survey filled out by 421 respondents and analyzed using SmartPLS 4. The results showed GA and EC are proven to have a positive and significant effect on GPI. However, EK has a negative and insignificant effect on GPI. These findings can be utilized by manufacturers, marketers, government, and environmental organizations to encourage purchase intention towards environmentally friendly products such as menstrual pad.
Co-Authors Andi Muhammad Sadat Andi Muhammad Sadat Annisa Lutfia Nilnal Muna Wisuwat Wannamakok