Purchase Intention Model of Generation Z to Enhance Awareness of Green Products Consumptions
The increased world population makes the carrying capacity of nature even heavier and leads to various environmental problems. Consumption of green products is one of the solutions to overcome environmental problems. Based on previous research, people still perceive green products as having lower qu...
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| Format: | Article |
| Language: | English |
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Muhammadiyah University Press
2024-09-01
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| Series: | Riset Akuntansi dan Keuangan Indonesia |
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| Online Access: | https://journals2.ums.ac.id/index.php/reaksi/article/view/6206 |
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| author | Shinta Permata Sari Banu Witono Fatwasari Soeratno Putri Gehad Mohammed Sultan Saif |
| author_facet | Shinta Permata Sari Banu Witono Fatwasari Soeratno Putri Gehad Mohammed Sultan Saif |
| author_sort | Shinta Permata Sari |
| collection | DOAJ |
| description | The increased world population makes the carrying capacity of nature even heavier and leads to various environmental problems. Consumption of green products is one of the solutions to overcome environmental problems. Based on previous research, people still perceive green products as having lower quality with higher prices than conventional products, so it becomes a barrier for companies or industries to identify how to develop marketing strategies for green products. This study aims to determine how consumers, especially Generation Z in Indonesia, construct green purchase intention by examining the impact of consumption value, the mediating effect of utility, and the moderating effect of price-related judgment (materialism and value consciousness). There are 266 Indonesian Generation Z used as respondents in this study. This study is analyzed by using Smart PLS 4.0 application. The results show that functional value, social value, and experiential value positively and significantly affect acquisition utility and transaction utility, acquisition utility positively and significantly affect transaction utility, acquisition utility and transaction utility positively and significantly affect green purchase intention, materialism orientation does not moderate functional value and experiential value on transaction utility, value consciousness moderates social value on transaction utility, and value consciousness does not moderate functional value and experiential value on transaction utility. |
| format | Article |
| id | doaj-art-aa3d2a5b0e8d47ab90e3f17f4cb13504 |
| institution | Kabale University |
| issn | 2541-6111 |
| language | English |
| publishDate | 2024-09-01 |
| publisher | Muhammadiyah University Press |
| record_format | Article |
| series | Riset Akuntansi dan Keuangan Indonesia |
| spelling | doaj-art-aa3d2a5b0e8d47ab90e3f17f4cb135042025-08-20T03:33:35ZengMuhammadiyah University PressRiset Akuntansi dan Keuangan Indonesia2541-61112024-09-019216517810.23917/reaksi.v9i2.62066236Purchase Intention Model of Generation Z to Enhance Awareness of Green Products ConsumptionsShinta Permata Sari0Banu Witono1Fatwasari Soeratno Putri2Gehad Mohammed Sultan Saif3Department of Accounting, Faculty of Economics and Business, Universitas Muhammadiyah SurakartaDepartment of Accounting, Faculty of Economics and Business, Universitas Muhammadiyah SurakartaDepartment of Accounting, Faculty of Economics and Business, Universitas Muhammadiyah SurakartaMaster in Accounting, Faculty of Administrative Sciences, AdenThe increased world population makes the carrying capacity of nature even heavier and leads to various environmental problems. Consumption of green products is one of the solutions to overcome environmental problems. Based on previous research, people still perceive green products as having lower quality with higher prices than conventional products, so it becomes a barrier for companies or industries to identify how to develop marketing strategies for green products. This study aims to determine how consumers, especially Generation Z in Indonesia, construct green purchase intention by examining the impact of consumption value, the mediating effect of utility, and the moderating effect of price-related judgment (materialism and value consciousness). There are 266 Indonesian Generation Z used as respondents in this study. This study is analyzed by using Smart PLS 4.0 application. The results show that functional value, social value, and experiential value positively and significantly affect acquisition utility and transaction utility, acquisition utility positively and significantly affect transaction utility, acquisition utility and transaction utility positively and significantly affect green purchase intention, materialism orientation does not moderate functional value and experiential value on transaction utility, value consciousness moderates social value on transaction utility, and value consciousness does not moderate functional value and experiential value on transaction utility.https://journals2.ums.ac.id/index.php/reaksi/article/view/6206green product, consumption value, acquisition utility, transaction utility, materialism orientation, value consciousness. |
| spellingShingle | Shinta Permata Sari Banu Witono Fatwasari Soeratno Putri Gehad Mohammed Sultan Saif Purchase Intention Model of Generation Z to Enhance Awareness of Green Products Consumptions Riset Akuntansi dan Keuangan Indonesia green product, consumption value, acquisition utility, transaction utility, materialism orientation, value consciousness. |
| title | Purchase Intention Model of Generation Z to Enhance Awareness of Green Products Consumptions |
| title_full | Purchase Intention Model of Generation Z to Enhance Awareness of Green Products Consumptions |
| title_fullStr | Purchase Intention Model of Generation Z to Enhance Awareness of Green Products Consumptions |
| title_full_unstemmed | Purchase Intention Model of Generation Z to Enhance Awareness of Green Products Consumptions |
| title_short | Purchase Intention Model of Generation Z to Enhance Awareness of Green Products Consumptions |
| title_sort | purchase intention model of generation z to enhance awareness of green products consumptions |
| topic | green product, consumption value, acquisition utility, transaction utility, materialism orientation, value consciousness. |
| url | https://journals2.ums.ac.id/index.php/reaksi/article/view/6206 |
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