Does The Green Advertising Attract Gen Z to Buy?

Arvianti Farah Natsya Putri (), Ratih Hurriyati and Heny Hendrayati
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Arvianti Farah Natsya Putri: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 378-383 from Springer

Abstract: Abstract Green advertising has become an increasingly prevalent strategy among brands aiming to engage environmentally conscious consumers, particularly those in Generation Z. Despite its widespread adoption, concerns persist regarding its actual impact on purchase intention and whether consumers perceive these messages as authentic or merely as marketing tactics. While prior research suggests a positive association between green advertising and purchase intention, variations in perception exist across different cultural and economic contexts. In Indonesia, where environmental awareness is growing, empirical studies on this subject remain scarce. With a focus on The Body Shop, this study aims to examine how green advertising affects the purchase intentions of Indonesian Generation Z customers. Utilizing a purposive sampling approach, an online survey was conducted with 100 respondents aged 12 to 27 years who frequently visit The Body Shop outlets. Data were gathered through a structured questionnaire and analyzed using correlation tests, linear regression, and t-tests. The results showed a strong positive correlation between purchase intention and green advertising, underscoring its pivotal role in influencing consumer behavior. However, this influence should be assessed in conjunction with other contributing factors. This research offers valuable implications for marketers in crafting more effective and credible green advertising strategies while deepening the understanding of Generation Z’s purchasing behavior in the Indonesian market.

Keywords: Green advertising; purchase intention; gen Z (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-817-2_46

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