Exploring gen Z’s green purchase intentions for sustainable products

https://doi.org/10.35912/ijfam.v7i1.2781
Published: Aug 8, 2025

Abstract:

Purpose: This study aims to analyse the role of environmental concern and green perceived value in mediating the effect of environmental strategy on green purchase intention, particularly in the beauty industry.

Research methodology: This research is located in Bali using The Body Shop brand. The population consists of consumers living in Bali who have never purchased green products from The Body Shop. A total of 160 respondents were selected using purposive sampling. Data were analysed using inferential statistical analysis with SEM based on partial least square (PLS).

Results: The study shows that environmental strategy has a direct, positive, and significant effect on green purchase intention, environmental concern, and green perceived value. Green perceived value significantly affects green purchase intention, while environmental concern does not. However, both environmental concern and green perceived value significantly mediate the indirect relationship between environmental strategy and green purchase intention.

Conclusions: Environmental strategy influences green purchase intention both directly and through perceived value and concern. While green perceived value enhances intention, high environmental concern may reduce it, reflecting Gen Z’s skepticism toward sustainability claims.

Limitations: The study is limited to 160 Generation Z respondents, so the findings may not be generalised to other generational groups or larger populations.

Contribution: This study contributes to expanding knowledge and developing academic understanding of the theoretical factors influencing green purchase intention.

Keywords:
1. Environmental Concern
2. Environmental Strategy
3. Green Perceived Value
4. Green Purchase Intention
Authors:
1 . Gusti Ayu Mirah
Universitas Pendidikan Nasional, Bali, Indonesia
2 . I.A. Oka Martini
Universitas Pendidikan Nasional, Bali, Indonesia
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Mirah, G. A., & Martini, I. O. (2025). Exploring gen Z’s green purchase intentions for sustainable products. International Journal of Financial, Accounting, and Management, 7(1), 157–175. https://doi.org/10.35912/ijfam.v7i1.2781
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Vol. 7 No. 1 (2025): June
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  2. Al-Gasawneh, J. A., & Al-Adamat, A. (2020). The Mediating Role of E-Word of Mouth on the Relationship Between Content Marketing and Green Purchase Intention. Management Science Letters, 10(8), 1701-1708. doi:https://doi.org/10.5267/j.msl.2020.1.010
  3. Alamin, R. F., & Ratnasari, I. (2019). The Effect of Green Marketing Concept on Consumer Intention to Buy Savana Project Product. Jambura Science of Management, 1(2), 54-64. doi:https://doi.org/10.37479/jsm.v1i2.2499
  4. Amin, S., & Tarun, M. T. (2021). Effect of Consumption Values on Customers’ Green Purchase Intention: A Mediating Role of Green Trust. Social Responsibility Journal, 17(8), 1320-1336. doi:https://doi.org/10.1108/SRJ-05-2020-0191
  5. Arantes, L. (2023). Communicating Sustainability: How Brands Can Influence Consumers' Purchasing Decision. International Scientific Conference on Economy, Management and Information Technologies, 1(1), 7-15. doi:https://doi.org/10.46793/ICEMIT23.007A
  6. Arifin, S. (2022). Pengaruh Halal Green Packaging, Green Halal Product, Halal Green Perceived Value Terhadap Green Purchase Intention. Jurnal Ilmiah Ekonomi Islam, 8(2), 1411-1424. doi:https://doi.org/10.29040/jiei.v8i2.5559
  7. Briandana, R., Hesti, S., & Dwityas, N. A. (2024). Social Media and Green Consumption Behaviour of Generation Z Multi-Stakeholder Contribution in Asian Environmental Communication (pp. 137-146): Routledge.
  8. Briandana, R., & Saleh, M. S. M. (2022). Implementing Environmental Communication Strategy Towards Climate Change Through Social Media in Indonesia. Online Journal of Communication and Media Technologies, 12(4), 1-13. doi:https://doi.org/10.30935/ojcmt/12467
  9. Carrión-Bósquez, N. G., Ortiz-Regalado, O., Veas-González, I., Naranjo-Armijo, F. G., & Guerra-Regalado, W. F. (2025). The Mediating Role of Attitude and Environmental Awareness in the Influence of Green Advertising and Eco-Labels on Green Purchasing Behaviors. Spanish Journal of Marketing-ESIC, 29(3), 330-350. doi:https://doi.org/10.1108/sjme-08-2023-0217
  10. Chen, L., Qie, K., Memon, H., & Yesuf, H. M. (2021). The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects. Sustainability, 13(8), 4238. doi:https://doi.org/10.3390/su13084238
  11. Chen, Y.-S., Chang, T.-W., Li, H.-X., & Chen, Y.-R. (2020). The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude. International journal of environmental research and public health, 17(11), 1-17. doi:https://doi.org/10.3390/ijerph17114089
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  17. Diash, A. F., & Syarifah, D. (2021). Pengaruh Environmental Knowledge dan Environmental Concern Terhadap Green Purchase Intention Pada Generasi Milenial. Buletin Riset Psikologi Dan Kesehatan Mental (BRPKM), 1(1), 551-559. doi:https://doi.org/10.20473/brpkm.v1i1.26747
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