Pengaruh Kepedulian Lingkungan, Sikap, Norma Subjektif, dan Kontrol Perilaku yang Dirasakan Terhadap Minat Beli Produk Ramah Lingkungan pada Generasi Z di DKI Jakarta

Syafira Nur Halijah, Edi Setiawan, Emaridial Ulza

Abstract


This study examines the effects of environmental concern, attitude, subjective norms, and perceived behavioral control on green purchase intention among Generation Z in DKI Jakarta. The analysis is grounded in an extended Theory of Planned Behavior that incorporates environmental concern. A quantitative associative design was applied to 180 respondents selected through purposive sampling via an online questionnaire. The data were analyzed using PLS-SEM in SmartPLS 4. The results show that all four variables have positive and significant effects on purchase intention. Attitude is the strongest predictor, followed by environmental concern, perceived behavioral control, and subjective norms. The model explains 57.1% of the variance in purchase intention, indicating moderate explanatory power. The findings suggest that green purchase intention among urban Generation Z consumers is driven more by personal evaluation and environmental concern than by social pressure. The study offers implications for marketers and policymakers seeking to strengthen product benefits, purchase accessibility, and education for sustainable consumption.

Keywords


environmental concern; attitude; subjective norms; perceived behavioral control; green purchase intention

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DOI: http://dx.doi.org/10.33087/ekonomis.v10i2.2781

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