Eco-label, environmental concern, and green purchase behavior: A perspective of Gen-Z on eco-friendly cement

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Published: May 28, 2023
DOI: https://doi.org/10.28932/jmm.v22i2.6363
Keywords:
eco-friendly cement, environmental concern, Generation Z, green purchase behavior eco-friendly cement, environmental concern, Generation Z, green purchase behavior

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Putri Rahmi Mardius
Universitas Sriwijaya
Sulastri Sulastri
Universitas Sriwijaya
Muchsin Saggaf Shihab
Universitas Bakrie
Yuliani Yuliani
Universitas Sriwijaya

Abstract

The research aims to examine the effect of eco-label on green purchase behavior (GPB) mediated by environmental concerns (EC). Moreover, this testing of the related impact is based on the perception of four hundred and eleven people from Generation Z becoming the samples, taken by purposive sampling technique. Furthermore, their responses are captured by survey distributing questionnaires and analyzed by the structural equation model based on a partial least square. Once testing the hypotheses, this study demonstrates a positive influence of eco-label on GPB and EC. This positive sign also exists in the association between EC and GPB. Hence, the mediation effect of EC is proven. Based on this evidence, marketers setting Generation Z as their target should promote their goods: cement, based on eco-label, and place their products at easily identified locations.

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How to Cite
Mardius, P. R., Sulastri, S., Shihab, M. S., & Yuliani, Y. (2023). Eco-label, environmental concern, and green purchase behavior: A perspective of Gen-Z on eco-friendly cement. Jurnal Manajemen Maranatha, 22(2), 193–202. https://doi.org/10.28932/jmm.v22i2.6363
Issue
Vol. 22 No. 2 (2023): Jurnal Manajemen Maranatha
Section
Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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