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All Journal Aptisi Transactions on Technopreneurship (ATT) CITIZEN: Jurnal Ilmiah Mulitidisiplin Indonesia Jurnal Ekonomi, Manajemen, Akuntansi
Saputri, Windy Eka
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Religion Humanities Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

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The Influence of Functional and Green Values on Gen Z Green Product Purchases and Entrepreneurial Opportunities Saputri, Windy Eka; Hurriyati, Ratih; Gunawan, Theresia
Aptisi Transactions On Technopreneurship (ATT) Vol 6 No 3 (2024): November
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/att.v6i3.514

Abstract

This paper investigates Generation Z consumers perspective on the functional value related to their green purchase intentions and decisions, with a particular emphasis on the moderating role of green value in green product purchases. While prior studies have explored functional and green values independently, this research addresses a critical gap by examining how green value moderates the relationship between functional value and green purchasing behavior, offering new insights into sustainable consumption. The study explores how factors such as quality, usability, price, and other indicators of the usefulness of green products influence consumer purchasing behavior and purchase intentions. The research focuses on IKEA customers from the Jabodetabek area (Jakarta, Bogor, Depok, Tangerang, Bekasi) and Bandung, gathering data from 580 respondents, which was analyzed using SmartPLS. The findings reveal that functional value directly influences both purchasing intentions and decisions to buy green products. Additionally, the study highlights that green value significantly moderates the relationship between functional value and purchasing decisions, acting as a crucial factor that encourages consumers to purchase environmentally friendly products. These insights suggest that companies should emphasize both functional and green values to effectively boost consumers' intention to purchase green products, particularly among Generation Z.
Connecting Green from Posts to Purchases: Social Media Knowledge Shapes Attitudes and Purchasing Practices Saputri, Windy Eka
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 2: Januari 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i2.12246

Abstract

The increasing emphasis on environmental issues, combined with the growing persuasive effect of social media, has changed the dynamics of consumer engagement, encouraging them to build their knowledge of green products. This paper aims to develop a conceptual model that integrates the KAP (Knowledge-Attitude-Practice) theory with price and green perceived value to examine consumer behavior in the context of social media marketing. Social media marketing provides knowledge stimuli that influence attitude change and intention formation, which, in turn, lead to subsequent purchasing behavior. Practices extend beyond a singular frame of reference, encompassing both first and repeat purchases, thereby extending the KAP cycle and integrating modern marketing. Price as a marketing strategy is considered a moderate boundary condition for purchasing green products. Green perceived value refers to both an attitude reinforcement and a supporter of consumer purchase and repeat-purchase attitudes. The proposed model advances theory by extending the KAP framework in marketing communication to green marketing, providing a practical contribution that enables marketers to refine pricing and value communication. The paper concludes that the proposed model makes a significant contribution to both marketing scholarship and managerial practice, and invites empirical validation across diverse consumer segments.
Green Turns Grey: Green Purchase Continuity Through Protection Motivation Theory: Hijau Menjadi Abu-abu: Kontinuitas Pembelian Hijau Melalui Protection Motivation Theory Saputri, Windy Eka
Citizen : Jurnal Ilmiah Multidisiplin Indonesia Vol. 6 No. 1 (2026): CITIZEN: Jurnal Ilmiah Multidisiplin Indonesia
Publisher : DAS Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53866/jimi.v6i1.1043

Abstract

This conceptual paper extends the use of Protection Motivation Theory (PMT) to green consumer behavior while incorporating cognitive dissonance. The model implemented perceived severity, response efficacy, and green knowledge as vital predictors affecting consumers’ protective motivations for sustainable consumption. Those with a consistent green purchasing behavior are likely to see a threat to the environment as severe and believe in the effectiveness of their action. Unfortunately, greenwashing is likely to yield cognitive dissonance and demotivate the consumer. Dissonance may arise when firms' dishonest claims of social and environmental sustainability contrast with consumers' pro-environmental moral values. This dissonance may weaken the intent to continue purchasing the product, ultimately resulting in the product’s disuse, demonstrating the fragile trust consumers have in the green market. The model advocates the need for clear communication and consumer education to responsibly adopt pro-environmental behavior. This paper extends PMT beyond its conventional health domain toward sustainability and ethical marketing. On the practical side, the cultivation of sustained green consumption and the development of long-lasting consumer relationships demand real green initiatives.
Co-Authors Ratih Hurriyati Theresia Gunawan