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November 9, 2025Journal Research of Social Science Economics and ManagementOpen Access

The 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 City

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Authors

MRMuhammad Syahendra Riswan

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Overview

Quantitative analysis shows social media affects willingness to pay among Gen Z, suggesting effective communication strategies for green products.

Key Points

  • Willingness to pay significantly increased with positive green attitudes among Gen Z consumers.
  • The study involved a quantitative approach, utilizing questionnaires from 100 Gen Z participants in East Jakarta.
  • Analysis was performed using Partial Least Square for Structural Equation Modeling to outline relationships between variables.
  • Findings imply that enhancing brand awareness and communication strategies can promote resource efficiency and improve environmental impact.

Cite This Study

Muhammad Syahendra Riswan (2025) studied this question.

synapsesocial.com/papers/690fdcdaf60c54d04ea3827bhttps://doi.org/10.59141/jrssem.v5i4.1164
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Also Consider

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

  1. 1The Mediating Role of Green Attitude in Generation Z’s Green Purchase Intention: Individual and Social Media Influences in Malang City2025
  2. 2Green Word of Mouth, Green Knowledge, Green Value, on Purchase Intention of Tumbler Products in Generation Z2025
  3. 3Why Do Gen Z Consumers Buy Green The Roles of Environmental Concern, Skepticism, and Social Norms2026
  4. 4Decoding Gen Z’s Green Purchases: The Role of Product Attributes and Environmental Awareness2025
  5. 5Influencing Generation Z’s Green Purchase Intention: Roles of Awareness and Eco-Labels2024 · 2 citations