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October 22, 2025Jurnal Riset EntrepreneurshipOpen Access

Green Word of Mouth, Green Knowledge, Green Value, on Purchase Intention of Tumbler Products in Generation Z

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Authors

MRMuhammad RosyihuddinUniversitas Muhammadiyah GresikWKWenti KrisnawatiUniversitas Muhammadiyah Gresik

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Implication

Quantitative analysis reveals green values significantly boost purchase intention of environmentally friendly tumbler products in Generation Z, indicating a shift towards sustainable consumption.

Key Points

  • Purchase intention for tumbler products is positively influenced by green word of mouth, highlighting peer effects.
  • Green knowledge stands out as a critical factor, driving Generation Z towards more sustainable choices in their consumption patterns.
  • The study utilized a quantitative approach with 100 respondents to assess the relationship between green variables and purchasing behavior.
  • Findings suggest that marketers should focus on authentic green narratives to foster stronger environmental awareness and consumption behaviors.

Cite This Study

Rosyihuddin et al. (2025) studied this question.

synapsesocial.com/papers/68f83319d24b29c969481a85https://doi.org/10.30587/jre.v8i1.10400
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Influencing Generation Z’s Green Purchase Intention: Roles of Awareness and Eco-Labels2024 · 2 citations
  2. 2Factors influencing green purchase intention in fashion: Environmental knowledge, green marketing, social influence, and eWOM2025
  3. 3Why Do Gen Z Consumers Buy Green The Roles of Environmental Concern, Skepticism, and Social Norms2026
  4. 4The Influence of Environmental Knowledge, Word of Mouth (WOM), Green Marketing, and Environmental Care Attitude on the Purchase Intention of Green Products (A Study on Generation Z in Yogyakarta)2024 · 1 citations
  5. 5The Influence of Social Media and Brand Awareness on Willingness to Pay Premium Price with Green Attitude as a Mediating Variable on Gen Z Users of Green Product Tupperware Drinking Bottles in East Jakarta City2025