The GEN Z’s GREEN BEHAVIOR: HOW REAL IS IT?
DOI:
https://doi.org/10.48144/neraca.v21i2.2268Keywords:
Green product, green price, Green price, Green purchase intentionAbstract
This study is a quantitative study consisting of 96 respondents taken from Gen Z using purposive random sampling via Microsoft Form. The study was conducted in the Pekalongan area with the aim of determining the purchasing interest in green products, namely electric motorcycles. Respondent data was tested using the Partial Least Square Structural Equation Modeling (PLS-SEM) technique with the help of the Smart PLS 4 application. The results showed that green price and green lifestyle influence green knowledge and green purchase intention. In addition, green knowledge also acts as a mediator in this relationship.
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