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Green Marketing Orientation and Gen Z Consumers: Mediation of Green Brand Awareness and Psychological Satisfaction in Sustainable Fashion Abdullah, Muhamad Al Faruq; Febrian, Wenny Desty
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 1 (2025): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i1.5096

Abstract

This study investigates the impact of green marketing orientation on Generation Z consumers’ behavior in sustainable fashion, focusing on the mediating roles of green brand awareness and psychological satisfaction. As environmental consciousness rises, Generation Z emerges as a pivotal segment with strong sustainable consumption values. A quantitative research method was applied using an online survey of 210 Gen Z respondents in Indonesia, the most of whom were female university students (19–23 years), familiar with sustainable fashion via digital platforms. Data were analyzed using Structural Equation Modeling (SEM) with SmartPLS. The results indicate that green marketing orientation significantly and positively influences both green brand awareness and psychological satisfaction. These two variables, in turn, have a significant positive effect on sustainable consumer behavior. Furthermore, both mediators fully mediate the relationship between green marketing orientation and Gen Z consumer behavior. these findings highlight the importance of emotional connection and brand perception in eco-conscious fashion consumption. This research contributes to the green marketing literature and offers practical insights for sustainable fashion brands in developing targeted strategies aligned with Gen Z's values and psychological motivations.
Job Satisfaction as a Mediator of Compensation and Leadership Style on Digital Workforce Performance in Indonesian Tech Startups Abdullah, Muhamad Al Faruq; Febrian, Wenny Desty
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 1 (2025): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i1.5136

Abstract

This study investigates the effect of compensation and leadership style on employee performance, with job satisfaction as a mediating variable, among digital workers in Indonesian tech startups. Using a quantitative approach, data were collected from 200 respondents through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that compensation has both direct and indirect effects on performance, while leadership style affects performance only indirectly through job satisfaction. Job satisfaction plays a significant mediating role, reflecting how psychological well-being connects compensation and leadership with performance outcomes. The model demonstrates strong explanatory power (R² = 0.643) and predictive relevance (Q² = 0.457), confirming the robustness of the proposed framework. These findings highlight the importance of integrating structural, relational, and psychological factors to improve performance in dynamic digital work environments.
Co-Authors Abdiana Ilosa, Abdiana Abdullah, Muhamad Al Faruq Abdullah, Muhammad Al Faruq Adriana Adriana Agstriningtyas, Alvionitha Sari Agtovia Frimayasa, Agtovia Agustina, Mei Anggraeni Ahmad Faisal Aldo, Novian Alfiyanti, Selly Ambulani, Nur Amrizal Amrizal Andi Muh Akbar Saputra Anita Ninasari Ansori , Kholid ansori ansori Ari Sulistyowati, Ari Arianto, Sofyan Arief Budiman Arifin Arifin Asmara, Yuni Astuti, Andri Ayke Nuraliati Basir, Badirun Cahyani, Margiati Ayu Dedi Haryadi Demmanggasa, Yultan Devi Marlita, Devi Dewi, RD. D. Lokita Pramesti Didin Hikmah Perkasa Dila Erlianti Doktoralina, Caturida Meiwanto Donny Dharmawan Fachrial, Peppy Fathiani, Fathiani Fatimah Malini Lubis Fauzi Fauzi Gani, Intan Maesti Geni, Bias Yulisa Gugat, Rudy Max Damara Hanifah Nurul Muthmainah Haryanto, Abel Haryati Haryati Hendy Tannady Henri Septanto, Henri Imanirubiarko, Sabda Intan Kamala Aisyiah Irdiana, Sukma Irwan Moridu jenita jenita, jenita Judijanto, Loso Juliater Simamarta Larasati, Nike LENI TRIANA, LENI Lingga Yuliana Lutfi Alhazami Magito, Magito Maulana, Diky Meny Sriwati, Meny Muhammad Syafri, Muhammad Musyasaroh Nabilah, Annisa Nurul Nainggolan, Hermin Nove, Albertus Hengka Nuraeni Nuraeni Nurnainah, Nurnainah Nurul Hikmah Nurwijayanti Kusumaningrum Pangestuti, Dheni Dwi Parashakti , Ryani Dhyan Parmenas, Naik Henokh Pertiwi, Triani Patra Poerba, Rachmat Manggala Pratama, I Wayan Adi Prayoga, Rahmat Prayogo, Dhani Adi Primadi Candra Susanto Purnama, Yanthy Herawaty Putranto, Algooth Rafi’i, Rafi’i Rahmat Rahmat Rahmawati, Lailia Rani Anggraini, Rani Ratih Pratiwi Rauza Sukma Rita Redjeki, Finny Reviandari Widyatiningtyas, Reviandari Rissa Megavitry Roza, Nelli RR. Ella Evrita Hestiandari Rukiyanto Rukiyanto, Rukiyanto Sabalius Uhai Safariningsih, Ratna Tri Hari Sani, Indra Sanjaya, Feri Santosa, Sonny Sari, Ovi Hamidah Sari, Vina Budiarti Mustika Sembiring, Tamaulina Br. Setianto, Diki Putra Setiyo Purwanto Siska Yuli Anita Siti Annisa Wahdiniawati, Siti Annisa Solihin, Agung Sudarmanto, Eko Sugiono, Burhan Prakoso Suhara, Ade Suharni Suharni Suhendra, Agus Supriyanto Supriyanto Suryaningsih, Lilik suryawan, ryan firdiansyah Susanto Susanto Syafii, Muhamad TEGUH ARIFIANTO, TEGUH Utama, I Wayan Karang Vina Vitriani , Nur Wajnah, Wajnah Wan Asrida Weraman, Pius Widodo, Rintis Eko widyastuti, ira Windayanti, Windayanti Wuryandari, Nur Endah Retno Yuliah, Yuliah Zulhaida, Zulhaida Zulham, Zulham zurman, zurman