Journal of Administration

Vol. 1 No. 1 (2025): January - March
Articles

The Influence of Green Marketing on the Purchase Intentions of Generation Z in Indonesia

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  • I Wayan Ruspendi Junaedi,
  • I Made Sumartana,
  • Gede Nyoman Wiratanaya
I Wayan Ruspendi Junaedi
Universitas Dhaya Pura
I Made Sumartana
Universitas Ngurah Rai
Gede Nyoman Wiratanaya
Universitas Dhaya Pura

Published 2025-06-28

Keywords

  • Purchase Intention, Food Products, Impact, Green Marketing, Green Advertising

Copyright (c) 2025 I Wayan Ruspendi Junaedi (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

The Influence of Green Marketing on the Purchase Intentions of Generation Z in Indonesia. (2025). Journal of Administration, 1(1), 1-8. https://avicennajournal.org/joa/article/view/26

Abstract

The promotion of sustainable and eco-conscious products has become increasingly vital within the scope of green marketing. These strategies not only support businesses in meeting their profit goals but also contribute to environmental responsibility. However, there remains a limited understanding of how green marketing directly and indirectly shapes consumer behavior. Particularly, there is a gap in knowledge regarding the influence of green marketing on the purchasing decisions of Generation Z in Indonesia, especially in relation to cosmetic products. To address this, the study employed a cross-sectional survey targeting Generation Z consumers who actively choose environmentally friendly cosmetic brands. A purposive sampling method was used to collect the data. The findings reveal that green marketing significantly influences Generation Z’s intention to purchase such products. In contrast, green advertising appears to have a minimal effect. Marketing and advertising efforts together account for approximately 3–7% of the variance in purchase intention.

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