THE INFLUENCE OF GREEN ENTREPRENEURSHIP AND GREEN PRODUCT INNOVATION ON THE PURCHASE INTEREST OF GENERATION Z CONSUMERS

Achmad Basofitrah (Universitas Negeri Malang)
Sudarmiatin Sudarmiatin (Universitas Negeri Malang)
Naswan Suharsono (Universitas Negeri Malang)
Puji Handayati (Universitas Negeri Malang)

Profit : Jurnal Kajian Ekonomi dan Perbankan Syariah
Vol 9, No 2 (2025): Economic And Financial Institutions

This study aims to examine the influence of Green Entrepreneurship and Green Product Innovation on Purchase Intention among Generation Z consumers in Malang City. A quantitative approach with a cross-sectional survey design was employed. Data were collected using a structured Likert-scale questionnaire and obtained from Generation Z respondents selected through purposive sampling. The data were analyzed using SPSS, including validity and reliability testing, normality testing, multicollinearity assessment, and multiple linear regression to test the research hypotheses. The results indicate that Green Entrepreneurship has a positive and significant effect on Purchase Intention. Similarly, Green Product Innovation demonstrates a significant contribution to increasing consumers’ intention to purchase environmentally friendly products. These findings highlight that sustainable entrepreneurial practices and eco-friendly product innovations enhance young consumers’ interest in UMKM products, emphasizing the strategic importance of sustainability in contemporary marketing.