Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Dinasti International Journal of Education Management and Social Science
Erna Listiana
Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura, Pontianak, Indonesia
Education

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Decoding Gen Z’s Green Purchases: The Role of Product Attributes and Environmental Awareness Barkah Barkah; Puty Febriasari Prasetyo; Erna Listiana
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 6 (2025): Dinasti International Journal of Education Management and Social Science (Augus
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i6.5243

Abstract

Although Indonesian Generation Z demonstrates strong commitment to climate change mitigation, their actual green behavior remains limited. This study examines the influence of product attributes on green purchasing behavior, with environmental awareness as a mediating variable. Data were collected from 113 respondents representing Generation Z in Indonesia and analyzed PLS-SEM using SmartPLS 4. Findings indicate that product attributes positively influence environmental awareness, but environmental awareness does not directly or indirectly affect green purchasing decisions. Factors such as green product characteristics, ecological sensitivity, and environmental concern were found to shape sustainable purchasing behaviors among Indonesian Gen Z. Theoretically, this research expands the understanding of green consumption patterns and clarifies the conceptual link between product attributes and environmental awareness in the Indonesian youth context. Practically, the study offers managerial insights and actionable recommendations to encourage green purchasing in this demographic.
Co-Authors Barkah Barkah Puty Febriasari Prasetyo