Key points are not available for this paper at this time.
This study aims to determine the role of environmental awareness, consumption value and eco-label in influencing green purchase intention in Generation Z. This research uses a causal quantitative approach with the population being Generation Z aged 17-26 years and has used environmentally friendly products. The sampling technique of this research was carried out using a non-probability side method with purposive sampling technique with a total of 135 respondents. The data collection technique is by distributing questionnaires and the answers will be measured through a Likert scale. The data analysis technique uses the PLS-SEM method with the help of SmartPLS software version 3.0. The results of this study indicate that environmental awareness, consumption value and eco label have a positive and significant effect on green buying interest in Generation Z. The consumption value variable is the variable with the greatest influence on green purchase intention in Generation Z
Illahi et al. (Tue,) studied this question.