This study shows product attributes significantly influence environmental awareness in Generation Z, suggesting opportunities to enhance green purchasing behaviors.
Key Points
Product attributes positively influence environmental awareness, yet environmental awareness does not directly affect green purchasing decisions.
Analysis included 113 respondents from Generation Z in Indonesia, highlighting key factors that shape their sustainable purchasing behaviors.
Findings suggest that while environmental awareness plays a role, it does not mediate the impact of product attributes on green purchasing.
Insights provided may assist in developing strategies to promote green purchasing in the Indonesian youth demographic.