Antecedents of Gen Z Purchase Decision at Starbucks; Extending Theory of Consumption Value with Enviromental Value

Hasyim Halid Al Idrus (), Muh. Ashoer, Moh. Zulkifli Murfat and Jafar Basalamah
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Hasyim Halid Al Idrus: Universitas Muslim Indonesia, Undergraduate Program
Muh. Ashoer: Universitas Muslim Indonesia, Fakultas Ekonomi Dan Bisnis
Moh. Zulkifli Murfat: Universitas Muslim Indonesia, Fakultas Ekonomi Dan Bisnis
Jafar Basalamah: Universitas Muslim Indonesia, Fakultas Ekonomi Dan Bisnis

A chapter in Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023), 2024, pp 257-270 from Springer

Abstract: Abstract This study grounding on consumption value theory to examine the relationship between consumption values (functional, emotional, social, and environmental) and purchase decisions among milenials consumers in Indonesia. This study employs a quantitative research approach for the purpose of gathering dependable and precise data. The survey method was used, a sample of 100 Generation Z consumers who had made purchases at Starbucks was identified for testing and also using structural equation modeling (SEM) for data analysis. The research findings indicate that four key variables (Functional Value, Emotional Value, Social Value, and Environmental Value) have a significant impact on Purchase Decisions. The study’s findings also have managerial implications related to environmental values, shedding light on how businesses can shape consumer preferences and buying choices by adopting sustainable and eco-friendly practices. This study extends the theoretical framework of consumption value theory, broadening its applicability across diverse contexts, particularly within the realm of services.

Keywords: Functional value; Emotional value; social value; Enviromental Value; Purchase decision (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-400-6_19

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DOI: 10.2991/978-94-6463-400-6_19

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