CATALYZING SUSTAINABILITY: ANALYZING THE INFLUENCE OF ENVIRONMENTAL CONSCIOUSNESS TOWARDS PURCHASING INTENTION OF GENERATION Z ON MAJOR BRAND GREEN PACKAGING PRODUCTS IN INDONESIA

• Main Author: Kurniawan, Florenza
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83110
• Institution: Institut Teknologi Bandung

In today’s global landscape, sustainability has emerged as a pressing concern necessitating collaborative efforts across various sectors. This has prompted businesses to take initiatives on sustainability and maintain their ESG towards stakeholders. Nestle, a world-renowned food and beverage company, took a stance on this matter by introducing a sustainable packaging solution for their goods. At present, Nestle is conducting market testing on these green packaging products in several Western countries, with plans to expand into Southeast Asia countries, notably Indonesia. Amid growing awareness of the environmental impact of packaging materials in Indonesia, this study aims to investigate the relationship between environmental consciousness and purchasing intentions towards Nestle's green packaging products among Indonesian Generation Z consumers. The research is guided by the Theory of Planned Behavior (TPB) and examines the influence of consumers' attitudes, subjective norms, and perceived behavior control, along with the influences of environmental consciousness, and willingness to pay on their purchasing intentions. The research employed a quantitative approach using an online questionnaire distributed among 219 Indonesian Generation Z consumers aged 17-29 years old. The survey included descriptive open-ended questions and a statistical Likert scale analysis, with the results processed via JASP using Multiple Linear Regression. The study's findings are expected to provide insights into the effectiveness of Nestlé's sustainability initiatives and contribute to the development of strategies that align with the company's goal of achieving 95% recyclable packaging by 2025. Furthermore, the findings will guide Nestlé in optimizing its initiatives to foster greater consumer engagement and adoption of sustainable packaging solutions.