<![CDATA[This study aims to examine the effects of sustainability marketing and green product awareness on the purchase intention of environmentally friendly products among Generation Z consumers in East Lampung Regency, Indonesia. A quantitative approach with a correlational research design was employed. Primary data were collected through questionnaires administered to 100 respondents, with the sample size determined using the Rao Purba formula. The research instruments were evaluated using the Pearson Product-Moment validity test and Cronbach’s Alpha reliability test. Data were analyzed using multiple linear regression, partial t-tests, simultaneous F-tests, and the coefficient of determination (R²).The results reveal that sustainability marketing has a positive and significant effect on purchase intention. Similarly, green product awareness positively and significantly influences consumers’ intention to purchase environmentally friendly products. Simultaneously, sustainability marketing and green product awareness have a significant effect on purchase intention, with a coefficient of determination (R²) of 51.1%. These findings indicate that both sustainability-oriented marketing practices and consumers’ awareness of environmentally friendly products play important roles in shaping the purchasing intentions of Generation Z.This study contributes to the growing literature on green consumer behavior by providing empirical evidence from Generation Z consumers in a regional Indonesian context, which remains relatively underexplored in previous studies. From a practical perspective, the findings suggest that businesses should integrate sustainability principles into their marketing strategies while simultaneously strengthening consumers’ knowledge and awareness of the environmental benefits of their products. Such strategies may enhance purchase intention and encourage more sustainable consumption behavior among younger consumers. ]]>
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