<![CDATA[Purpose – This study aims to examine the influence of environmental knowledge, environmental awareness, and environmental concern on green product purchase decisions among Generation Z consumers in Malang City. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. Data were collected through questionnaires from 279 Generation Z consumers in Malang City selected using a purposive sampling technique. The collected data were analyzed using multiple linear regression with IBM SPSS Statistics. Findings – The results indicate that environmental knowledge, environmental awareness, and environmental concern each have a positive and significant effect on green product purchase decisions. Simultaneously, these three variables significantly influence green product purchase decisions. The adjusted coefficient of determination (Adjusted R²) further demonstrates that a substantial proportion of the variation in green product purchase decisions can be explained by the proposed model, while the remaining variation is attributable to other factors not included in this study. Originality/Value – This study contributes to the green consumer behavior literature by empirically examining the combined effects of environmental knowledge, environmental awareness, and environmental concern on green product purchase decisions among Generation Z consumers in an emerging market context. The findings provide practical insights for businesses and policymakers in developing sustainability-oriented marketing strategies and environmental education initiatives to encourage the adoption of green products.]]>
