Why Do Gen Z Consumers Buy Green? The Roles of Environmental Concern, Skepticism, and Social Norms

Abstract

Drawing on a behavioral marketing perspective, this study examines the effects of environmental concern, green skepticism, and social norms on green purchase intention among Gen Z consumers. This study employs a quantitative research design using survey data collected from Gen Z consumers in Indonesia who have purchased or considered purchasing eco-friendly personal care products. Data were analyzed using multiple regression analysis with SPSS 25 to test the proposed hypotheses. The results indicate that environmental concern has a positive effect on green purchase intention, while green skepticism negatively influences consumers’ intention to purchase eco-friendly personal care products. In addition, social norms are found to positively influence green purchase intention. This study contributes to the green marketing literature by integrating positive, negative, and social factors. Practically, the findings highlight the need for firms to strengthen environmental communication and social influence to enhance green purchase intention among young consumers.