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All Journal Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri JPM (Jurnal Pemberdayaan Masyarakat)
Naufal Dzakwana Muhammad
Universitas Negeri Malang
Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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Why Popularity is Not Enough: Identity-Based Drivers of Green Purchase Value among Gen Z Consumers Naufal Dzakwana Muhammad; Agung Winarno; Fuad Abdul Fattah; Feri Dwi Riyanto; Rizka Fatkhin Nisa
Ekonika : Jurnal Ekonomi Universitas Kadiri Vol. 11 No. 1 (2026): April 2026
Publisher : Fakultas Ekonomi Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/ekonika.v11i1.7327

Abstract

The objective of this study is to understand the psychological mechanisms that affect green purchase value and willingness to pay more for green household products among Gen Z consumers in Indonesia, using the bandwagon effect and the need for uniqueness. This study used a quantitative approach, and 344 respondents were collected with the condition that Generation Z have experience purchasing, or care about green household products, and data was analyzed with PLS-SEM. The outcome is bandwagon effect has no affect on the green purchase value household products, while need for uniqueness has a affect. The green purchase value was proven to have a strong effect on the willingness to pay more. Furthermore, environmental self-efficacy negatively moderated the relationship between bandwagon effect and green purchase value and strengthened the relationship between need for uniqueness and green purchase value. By mapping the green consumption patterns of Generation Z in developing countries, we can see that individual-based mechanisms still play an important role, although they will differ from the surrounding social norms
Membangun Brand Inklusif: Strategi Branding dan Pemasaran untuk Produk Usaha Mikro Kecil Menengah Difabel Priangga Eko Saputra; Titis Shinta Dhewi; Afwan Hariri Agus P; Naufal Dzakwana Muhammad; Daffa Hikary Sukma Dinata
Jurnal Pemberdayaan Masyarakat Vol 10 No 2 (2025): November
Publisher : Direktorat Penelitian dan Pengabdian kepada Masyarakat (DPPM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21067/jpm.v10i2.12417

Abstract

This Community Partnership Program was implemented to enhance the capacity of micro, small, and medium enterprise (MSME) actors with disabilities in Banyuwangi in the areas of branding and digital marketing. The program was specifically designed to address challenges of accessibility, social stigma, and limited access to technology faced by MSMEs with disabilities in building competitive brands. The activities were carried out through three stages: preparation stage in the form of coordination and socialization, implementation of training using modules (basic branding with an inclusive approach, visual design based on accessible technology, and adaptive digital marketing), and continuous evaluation. The approach used integrates digital accessibility principles and branding strategies that utilize the uniqueness of disability identity as product differentiation. Quantitative achievements showed significant improvements in branding comprehension (73%), brand name development (85%), logo creation (80%), design technology mastery (75%), and digital marketing planning (90%). Qualitative achievements include participants' success in forming brand identities that utilize disability perspectives as unique value, increased self-confidence, motivation, and the ability to transform disability identity into competitive advantage. The program demonstrates the effectiveness of inclusive approaches in strengthening the competitiveness of MSMEs with disabilities sustainably.
Co-Authors Afwan Hariri Daffa Hikary Sukma Dinata Feri Dwi Riyanto Fuad Abdul Fattah Nisa, Rizka Fatkhin Priangga Eko Saputra Titis Shinta Dhewi, Titis