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All Journal MIX : Jurnal Ilmiah Manajemen JAE (Jurnal Akuntansi dan Ekonomi)
Nilnal Muna
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 Animosity, Ethnocentrism, Subjective Norm terhadap Fast Food Boycott Intention yang Terafiliasi dengan Israel Nilnal Muna; Andi Muhammad Sadat; Daru Putri Kusumaningtyas
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.v10i2.25400

Abstract

Partial Least Squares Structural Equation Modeling (PLS-SEM) is a quantitative analysis technique used to measure the relationships between latent variables simultaneously. The purpose of this study is to examine the influence of animosity, ethnocentrism, and subjective norms on fast food boycott intentions in global brands such as McDonald's and KFC affiliated with Israel. Data was collected from 200 respondents spread across seven major cities on the island of Java, namely Jakarta, Bogor, Tangerang, Bekasi, Bandung, Surabaya, and Semarang. The measurement was carried out using 20 indicators from four variables with a Likert scale of 6. The model was analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through Smart PLS software version 4. Most respondents were young women and college students, which were the dominant group in this study. The results of the study showed that the three variables, namely animosity, ethnocentrism, and subjective norms, had a positive and significant effect on fast food boycott intention directly.
Co-Authors Andi Muhammad Sadat Andi Muhammad Sadat Annisa Lutfia Daru Putri Kusumaningtyas Rachela Putri Hanasti Wisuwat Wannamakok