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
Nurrahma, Rizky Amalia
Unknown Affiliation
Education

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

Found 1 Documents
Search

 1 
How Social Media Shapes Green Purchase Intention among Generation Y and Z Nurrahma, Rizky Amalia; Sugiarto, Catur
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 3 (2025): Dinasti International Journal of Education Management and Social Science (Febru
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i3.5989

Abstract

This study examines how social media influences green purchase intention among Generation Y and Z consumers in Indonesia through egoistic motivation and perceived green value. Using PLS-SEM analysis on 311 respondents aged 18-42 years, the research reveals that social media positively affects green purchase intention both directly (β=0.118, p<0.05) and indirectly through egoistic motivation (β=0.141, p<0.001) and perceived green value (β=0.305, p<0.001). Perceived green value demonstrates stronger mediating effects than egoistic motivation, explaining 53.3% variance in purchase intention. These findings suggest that marketers should leverage social media platforms in ways that resonate with the emotional and social aspects of their audiences, encouraging more sustainable consumption among digitally-connected younger generations.
Co-Authors Sugiarto, Catur