Green Product Knowledge, Product Awareness, Attitudes, and Subjective Norms as Determinants of Green Purchase Decisions among Generation Z in Jakarta: The Mediating Role of Purchase Intention
DOI:
https://doi.org/10.38035/gijea.v4i5.1001Keywords:
Financial Behavior, Green Marketing, Green Purchasing BehaviorAbstract
Green purchasing behavior has become an important component of sustainable consumption; however, the adoption of environmentally friendly products among Generation Z remains inconsistent despite their relatively high environmental awareness. This study aims to examine the effects of green product knowledge, product awareness, attitudes, and subjective norms on green purchase decisions among Generation Z in Jakarta, with purchase intention serving as a mediating variable. The study is grounded in the Theory of Planned Behavior (TPB) and extends the model by incorporating green product knowledge and product awareness as additional antecedents of green purchase decisions. A quantitative explanatory research design was employed using a structured questionnaire administered to 1,525 Generation Z respondents across the five administrative regions of Jakarta. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.2.9. The findings reveal that green product knowledge, product awareness, and attitudes have positive and significant effects on green purchase decisions, whereas subjective norms do not exert a significant direct effect. However, purchase intention significantly mediates the relationships between all antecedent variables and green purchase decisions, with full mediation observed for subjective norms. Among the examined predictors, attitudes demonstrate the strongest influence on green purchase decisions (β = 0.312, p < 0.001). The structural model explains 63.2% of the variance in green purchase decisions, indicating substantial predictive capability. The findings suggest that Generation Z's green purchasing behavior is primarily driven by personal evaluations, environmental knowledge, and product awareness rather than social pressure. This study contributes to the green consumer behavior literature by providing empirical evidence on the extended TPB model in the context of an emerging economy and offers practical implications for marketers and policymakers seeking to promote sustainable consumption among young consumers.
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Copyright (c) 2026 Lutfi Alhazami, Eriklex Donald; Irma Rahmawati; Lisa Mangundap
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