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The study aims to identify factors influencing Generation Z’s intention to purchase environmentally friendly public transportation in Indonesia.

July 26, 2026Future TransportationOpen Access

Drivers of Gen Z’s Green Purchase Intention in Public Transportation

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The study aims to identify factors influencing Generation Z’s intention to purchase environmentally friendly public transportation in Indonesia.
Involved 400 Generation Z respondents aged 19 years or older in Jakarta, Indonesia.
Analyzed data using Structural Equation Modeling (SEM) with LISREL11.0.
Investigated effects of green product awareness, green process awareness, and green promotion exposure.
Green product awareness significantly influences green brand sustainability (β=0.55, p<0.01).
Green brand sustainability contributes to green purchase intention, explaining 84% of its variance.
Green awareness across product attributes and processes substantially increases intention to use sustainable public transportation.

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Randomized trial examines green purchase intention in Generation Z, suggesting enhanced awareness boosts sustainability.

Sulistiyo et al. (2026) studied this question.

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