Proceedings of the 11th International Applied Business and Engineering Conference, ABEC 2023, September 21st, 2023, Bengkalis, Riau, Indonesia

Research Article

Green Environment and Generation Z’s Attitudes: The Chalenges of eco-friendly and Product Repurchase

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  • @INPROCEEDINGS{10.4108/eai.21-9-2023.2343026,
        author={Marhadi Marhadi and Novy Anggraini Sudibyo and Setiawan Priatmoko and Cifebrima Suyastri},
        title={Green Environment and Generation Z’s Attitudes: The Chalenges of eco-friendly and Product Repurchase},
        proceedings={Proceedings of the 11th International Applied Business and Engineering Conference, ABEC 2023, September 21st, 2023, Bengkalis, Riau, Indonesia},
        publisher={EAI},
        proceedings_a={ABEC},
        year={2024},
        month={2},
        keywords={environmental knowledge; environmental concern; attitudes; green purchase intention},
        doi={10.4108/eai.21-9-2023.2343026}
    }
    
  • Marhadi Marhadi
    Novy Anggraini Sudibyo
    Setiawan Priatmoko
    Cifebrima Suyastri
    Year: 2024
    Green Environment and Generation Z’s Attitudes: The Chalenges of eco-friendly and Product Repurchase
    ABEC
    EAI
    DOI: 10.4108/eai.21-9-2023.2343026
Marhadi Marhadi1,*, Novy Anggraini Sudibyo1, Setiawan Priatmoko1, Cifebrima Suyastri2
  • 1: Hungarian University of Agriculture and Life Sciences
  • 2: Eötvös Loránd University
*Contact email: marhadi@lecturer.unri.ac.id

Abstract

This study aims to determine the effect of environmental knowledge and environmental concern on the attitude and green purchase intention of eco-friendly products in Generation Z in Indonesia. The data collection method used in this study is through questionnaires which are distributed to 287 respondents using the Purposive Sampling technique and processed using the SEM-PLS analysis method with SmartPLS version 3.2.9. The results show that there is a positive and significant effect between environmental knowledge and environmental concern towards attitude, positive and significant effect between environmental concern and attitude towards green purchase intention of eco-friendly products. Otherwise, there is a negative and not significant effect on environmental knowledge towards green purchase intention of eco-friendly products. In a conclusion, it is suggested that attitudes mediate environmental knowledge and environmental concern toward the intention to buy eco-friendly products.