Dampak Pengetahuan Lingkungan pada Generasi Z terhadap Perilaku Pembelian Ramah Lingkungan Studi pada Industri Fashion: Konsep Identitas Pribadi dan Sosial

Muhammad Dikhya Rahman; Dorothy Rouly Haratua Pandjaitan; Angga Febrian

Authors

Muhammad Dikhya Rahman Universitas Lampung
Dorothy Rouly Haratua Pandjaitan Universitas Lampung
Angga Febrian Universitas Lampung

Keywords:

Green Purchase Behavior, Green Purchase Intention, Personal Identity, Specific Environmental Knowledge, Social Identity

Abstract

Sustainable consumption practices, notably in the fashion sector, are being encouraged by growing environmental consciousness. However, there is still a disconnect between consumers' intentions to purchase environmentally friendly goods and their actual purchasing habits, particularly among Gen Z. This study investigates the relationship between Personal Identity and Social Identity and the intention to purchase eco-friendly products. It also investigates the role of Specific Environmental Knowledge as a moderator and the role of that desire as a mediator for green purchasing behavior. 260 Gen Z respondents who are concerned about the environment were surveyed as part of the study's quantitative methodology. Purposive sampling was used to choose the sample, and PLS-SEM with SmartPLS 4 was used to analyze the data. The study's findings demonstrate that social and personal identities significantly and favorably influence consumers' intentions to make green purchases. However, neither the association between personal identity nor social identity and green buy behavior is mediated by green purchase intention, nor does it significantly impact green purchase behavior. Furthermore, it has not been demonstrated that specific environmental knowledge moderates this link. These results point to an intention-behavior gap, where actual purchasing behavior has not yet been influenced by the intention to purchase eco-friendly products. This study contributes to the body of knowledge regarding Generation Z's green consumer behavior in the fashion sector.

Downloads

Download data is not yet available.

References

Abdelrahman, M. M., Hussien, R. H., Othman, A. A., Hashem, R., & Rateb, M. A. (2025). Towards a greener future: nursing students’ climate consciousness and green purchasing intentions. BMC Nursing, 24(1). https://doi.org/10.1186/s12912-025-02950-z

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/https://doi.org/10.1016/0749-5978(91)90020-T

Arora, N. K., & Mishra, I. (2023). Responsible consumption and production: a roadmap to sustainable development. Environmental Sustainability, 6(1), 1–6. https://doi.org/10.1007/s42398-023-00266-9

Banytė, J., Vaidelinskaitė, Š., & Šalčiuvienė, L. (2023). Investigating the Link between Consumer Attitudes and Behaviour in the Context of Sustainable Clothing: The Role of Social Norms. Sustainability (Switzerland), 15(24). https://doi.org/10.3390/su152416800

Borah, P. S., Dogbe, C. S. K., & Marwa, N. (2024). Generation Z’s green purchase behavior: Do green consumer knowledge, consumer social responsibility, green advertising, and green consumer trust matter for sustainable development? Business Strategy and the Environment, 33(5), 4530–4546. https://doi.org/10.1002/bse.3714

Corsini, F., Gusmerotti, N. M., Bartoletti, E., Testa, F., Appolloni, A., & Iraldo, F. (2024). Addressing Plastic Concern: Behavioral Insights into Recycled Plastic Products and Packaging in a Circular Economy. Circular Economy and Sustainability, 4(3), 1961–1981. https://doi.org/10.1007/s43615-024-00367-5

Elgammal, I., Ghanem, M., & Al-Modaf, O. (2024). Sustainable Purchasing Behaviors in Generation Z: The Role of Social Identity and Behavioral Intentions in the Saudi Context. Sustainability (Switzerland), 16(11), 1–18. https://doi.org/10.3390/su16114478

Geiger, S. M., Geiger, M., & Wilhelm, O. (2019). Environment-specific vs. general knowledge and their role in pro-environmental behavior. Frontiers in Psychology, 10(APR). https://doi.org/10.3389/fpsyg.2019.00718

Gil-Giménez, D., Rolo-González, G., Suárez, E., & Muinos, G. (2021). The influence of environmental self-identity on the relationship between consumer identities and frugal behavior. Sustainability (Switzerland), 13(17), 1–15. https://doi.org/10.3390/su13179664

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Evaluation of the Structural Model. In: Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Classroom Companion: Business. Springer, Cham. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Issue 1).

Harun, A. (2012). The Influence of Environmental Knowledge and Concern on Green Purchase Intention the Role of Attitude as a Mediating Variable. British Journal of Arts and Social Sciences, 7, 145–167.

Heiberg Jørgensen, R., Møller Jensen, J., & Yang, Y. (2024). Examining antecedents to Generation Z consumers’ green purchase intentions: the role of product categories. Journal of Product & Brand Management, 33(7), 902–913. https://doi.org/10.1108/JPBM-09-2023-4699

Jansson, J., Marell, A., & Nordlund, A. (2010). Green consumer behavior: determinants of curtailment and eco-innovation adoption. Journal of Consumer Marketing, 27(4), 358–370. https://doi.org/10.1108/07363761011052396

Kumar, P., & Polonsky, M. J. (2017). An Analysis of the Green Consumer Domain within Sustainability Research: 1975 to 2014. Australasian Marketing Journal, 25(2), 85–96. https://doi.org/10.1016/j.ausmj.2017.04.009

Lavuri, R., Roubaud, D., & Grebinevych, O. (2023). Sustainable consumption behaviour: Mediating role of pro-environment self-identity, attitude, and moderation role of environmental protection emotion. Journal of Environmental Management, 347, 119106. https://doi.org/10.1016/j.jenvman.2023.119106

Lopes, J. M., Silva, L. F., Massano-Cardoso, I., & Galhardo, A. (2024). Green Purchase Determinants in a Peripheral Region of Europe: How Can Green Marketing Influence Consumers’ Decisions? The Mediating Role of Green Awareness of Price. Administrative Sciences, 14(11), 1–24. https://doi.org/10.3390/admsci14110293

Miguel, I., Santos, A., Venâncio, C., & Oliveira, M. (2024). Knowledge, concerns and attitudes towards plastic pollution: An empirical study of public perceptions in Portugal. Science of the Total Environment, 906(July 2023). https://doi.org/10.1016/j.scitotenv.2023.167784

Onel, N., & Mukherjee, A. (2016). Consumer knowledge in pro-environmental behavior. World Journal of Science, Technology and Sustainable Development, 13(4), 328–352. https://doi.org/10.1108/wjstsd-01-2016-0004

Paul Roos, M. B. (2022). The entrepreneurial intention-action gap and contextual factors: Towards a conceptual model. Psylogical.

Persaud, A., & Schillo, S. R. (2017). Purchasing organic products: role of social context and consumer innovativeness. Marketing Intelligence & Planning, 35(1), 130–146. https://doi.org/10.1108/MIP-01-2016-0011

Predieri, S., Cianciabella, M., Daniele, G. M., Gatti, E., Lippi, N., Magli, M., Medoro, C., Rossi, F., & Chieco, C. (2023). Italian Consumers’ Awareness of Climate Change and Willingness to Pay for Climate-Smart Food Products. Sustainability (Switzerland), 15(5). https://doi.org/10.3390/su15054507

Rodrigo, A., & Mendis, T. (2023). Impact of social media influencers’ credibility on millennial consumers’ green purchasing behavior: a concept paper on personal and social identities. Management Matters, 20(2), 134–153. https://doi.org/10.1108/manm-12-2022-0113

Sharma, K., Aswal, C., & Paul, J. (2023). Factors affecting green purchase behavior: A systematic literature review. Business Strategy and the Environment, 32(4), 2078–2092. https://doi.org/10.1002/bse.3237

Stets, J. E., & Burke, P. J. (2000). Identity theory and social identity theory. Social Psychology Quarterly, 63(3), 224–237. https://doi.org/10.2307/2695870

Tajfel, & Turner. (1979). Social Identity Theory in Psychology. Journal of Psychology, 1–17.

Ünal, A. B., Steg, L., & Gorsira, M. (2018). Values Versus Environmental Knowledge as Triggers of a Process of Activation of Personal Norms for Eco-Driving. Environment and Behavior, 50(10), 1092–1118. https://doi.org/10.1177/0013916517728991

Zeng, L., Moore, M., & Rothenberg, L. (2024). Promoting Sustainable Consumption: The Roles of Consumers’ Domain-Specific Environmental Knowledge and Personality Traits. Sustainability (Switzerland), 16(2). https://doi.org/10.3390/su16020512