Internal and External Factors Influencing Green Product Purchase Intention

Diena Dwidienawati (), Rizky Fathur Rachman, Wicent Richardo Laurens and Muhamad Faisal
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Diena Dwidienawati: Bina Nusantara University, Business Management, BINUS Business School
Rizky Fathur Rachman: Bina Nusantara University, Business Management, BINUS Business School
Wicent Richardo Laurens: Bina Nusantara University, Business Management, BINUS Business School
Muhamad Faisal: Institut Teknologi Sains Bandung

A chapter in Entrepreneurship and Human-Centric Business Strategies for Social and Economic Resilience, 2026, pp 1219-1232 from Springer

Abstract: Abstract This study investigates the factors influencing Green Purchase Intention among Generation Z in Indonesia. Specifically, it examines the impact of Emotion, Altruistic Motivation, and Green Labeling on this intention. Addressing a gap in the literature, this research explores the relationships between these variables, which have limited empirical validation, particularly in the Indonesian context. The novelty of this study lies in its focus on Generation Z in Indonesia and the combined analysis of Emotion, Altruistic Motivation, and Green Labeling. Through a quantitative approach involving over 400 respondents, the study analyzes the collected data using SmartPLS software. The findings reveal that all three variables significantly enhance Green Purchase Intention. Moreover, Altruistic Motivation and Green Labeling positively impact Emotion, thereby reinforcing Green Purchase Intention. This research provides new insights into green marketing literature in Indonesia and suggests that companies design effective campaigns highlighting social and environmental benefits and employ clear and credible Green Labeling to appeal to Generation Z.

Keywords: Green product; Emotion; Altruistic motivation; Green labeling; Gen Z (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-95-6415-6_75

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DOI: 10.1007/978-981-95-6415-6_75

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