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Eko Prasojo
Fakultas Ilmu Administrasi, Universitas Indonesia
Religion Aerospace Engineering Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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Elaboration Likelihood Model in Green Consumption: The Role of Social Media in Shaping the Purchase Intentions of Generation Z in Indonesia Prasojo, Eko; Endarwati, Endarwati
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.8747

Abstract

Growing environmental concerns have intensified interest in sustainable consumption, particularly among Generation Z in emerging economies. While prior studies have examined green purchase intention and social media influence, limited research has integrated the Elaboration Likelihood Model (ELM) with subjective norms within the Indonesian digital context, especially on platforms such as TikTok and Instagram. This study addresses this theoretical gap by examining how green information sharing on social media influences green purchase intention through perceived green value and subjective norms. Using a quantitative explanatory design, data were collected from 300 Generation Z social media users in six major Indonesian cities. Structural Equation Modeling with Partial Least Squares (SEM-PLS) was employed to test the proposed hypotheses, including mediation and multi-group analysis based on employment status. The findings demonstrate that green information sharing significantly enhances green purchase intention both directly and indirectly through perceived green value and subjective norms. Subjective norms emerge as a stronger mediating mechanism, highlighting the importance of social influence in a collectivist cultural setting. Additionally, employment status moderates the relationship between subjective norms and purchase intention. The study contributes theoretically by extending ELM within the green consumption domain in a developing-country context and by integrating social influence mechanisms into digital green marketing communication. Practically, the results offer strategic insights for policymakers and marketers to design persuasive green campaigns that combine cognitive and social appeals.
Co-Authors Afwan Abdi Salam Alfiandri Alfiandri Alfiandri, Alfiandri Aminatul Maula Ana Khairunnisa Anggrasari, Herdiana David Julianto Simanungkalit Defny Holidin Desy Hariyati Dewi, Shinta Putri Permata Dhika Purnastyasih Dwi Aryanti Dwi Riantoko Effi Ratna Furkon Elizabeth Girsang Endarwati Endarwati Faesal Rachmat Fathurrahman, Reza Fatmawati Aditya Febrita Fauzian, Nurhakim Ramdani Fazri, Muhammad Reiza Febrinaharnum, Humaira Ferdiansyah, Julyan Herawati, Tri Ratna Hibana Hijriatul Mabruk Kuncoro, Kuncoro Kurniawan Jabar Malik Lia Kusumawati Mabruk, Hijriatul Malik, Jalaluddin Abdul Malik, Kurniawan Jabar Marpaung, Nobel Pardamean Martin Rambe Miranda Putri Mita Restu Permatasari Muhammad Reiza Fazri Muhammad Zikri Muslim, Muhammad Azis Nita Wulansari Noach Hendrik Daud Dwaa Pamungkas, Leo Dadyo Pribadi Jatmiko Rahmat Kurniawan Ramadhani Haryo Seno Riyan Afrianto Rosa De Lima Prabhawanti Rosyan, Adam Nurfaizi Roy Valiant Salomo Rr. Eko Giyartiningrum Setiawan Wangsaatmaja Sitanggang, Ceacealia Sri Wahananing Dyah Sudati Nur Sarfiah Suji’ah, Uju Surifah Taryanto Taryanto Tian Nirwana Wijaya, Calvin Nathan Wisnhu Prabhawa Wulansari, Nita Zuliansyah P. Zulkarnain