THE INFLUENCE OF GREEN SKEPTICISM ON GENERATION Z’S GREEN PURCHASE INTENTIONS IN INDONESIA

• Main Author: Fabiola, Karolina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64467
• Institution: Institut Teknologi Bandung

As environment become a prominent issue throughout the world, consumer behaviour significantly changed and adapted to be more sustainable. This interest around environment has led to aspiring business opportunities of green product or environmentally friendly product. Firms started to produce green product as a way to remain competitive in the market. With the number of green product increased, there’s a skeptical believe that companies started to present misleading and false information about their green product to merely boost profit or reputation. This consumers’ believe is alarming to firms as it is considered to detriment consumer’s purchase intention. In addition, young generation are more likely to be open to new information and are considered as potential environmentally friendly product consumers. Using ABC theory with the mediating role of environmental knowledge and environmental concern, this research aims to analyse the influence of green skepticism on young consumers’ green purchase intention. Research was conducted using quantitative approach to 403 Generation Z respondents and analysed using Partial Least Square (PLS) – SEM method. The result of this research shows that green skepticism indirectly give negative influence on green purchase intention with environmental knowledge and environmental concern fully mediate the relationship between green skepticism and green purchase intention. These findings might be useful for companies to understand the green purchase behaviour among young consumers and better developed their marketing strategies.