The Impact of Personality Traits on Gen Z’s Intentions to Buy Eco-Friendly Products in Surakarta
Keywords:
Environmental Attitude, Environmental Awareness, Environmentally Friendly Products, Generation Z, Purchase Intention, Trust
Abstract
This study explores the factors influencing the purchase intention of environmentally friendly products among Generation Z in Surakarta, Indonesia. Utilizing the Theory of Planned Behavior framework, the research examines the roles of environmental attitudes, environmental awareness, trust, and green self-identity in shaping purchase intentions. Data were collected from 384 respondents via an online survey and analyzed using SmartPLS. The findings reveal that positive attitudes, awareness, and trust in environmentally friendly products significantly affect purchase intentions. However, green self-identity does not exhibit a significant impact. These results underscore the importance of educational campaigns that foster positive attitudes and consumer trust in sustainability claims. The study contributes to consumer behavior literature and provides strategic insights for businesses to address the growing environmentally conscious market. Future research is recommended to incorporate additional variables, expand geographic coverage, and employ qualitative approaches to gain a deeper understanding of purchase behavior dynamics.
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References
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Zheng, Y. 2010. Association Analysis on Pro-Environmental Behaviors and Environmental Consciousness in Main Cities of East Asia. Behaviormetrika, 37(1), 55-69.
Aparicio, M., Costa, C. J., & Moises, R. (2021). Gamification and reputation: key determinants of e-commerce usage and repurchase intention. Heliyon, 7(3), e06383. https://doi.org/10.1016/j.heliyon.2021.e06383
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
Basha, Mohammed Bilal., C. M. (2015). Consumer Attitude Towards Organic Food. 444.
Bhat, S. A., & Darzi, M. A. (2020). Online Service Quality Determinants and E-trust in Internet Shopping: A Psychometric Approach. Vikalpa, 45(4), 207–222. https://doi.org/10.1177/02560909211012806
Carfora, V., Caso, D., & Conner, M. (2016). The role of self-identity in predicting fruit and vegetable intake. Appetite, 106, 23-29.
Carrión Bósquez, N.G.; Arias-Bolzmann, L.G. Factors influencing green purchasing inconsistency of Ecuadorian millennials. Br. Food J. 2022, 124, 2461–2480.
Chin, J. et al. 2018. The Investigation of Consumers’ Behavior Intention in Using Green Skincare Products: A Pro-Environmental Behavior Model Approach. Sustainability, p. 3922. doi:10.3390/su10113922.
Curvelo, I. C. G., Watanabe, E. A. de M., & Alfinito, S. (2019). Purchase intention of organic food under the influence of attributes, consumer trust and perceived value. Revista de Gestão, 26(3), 198–211. https://doi.org/10.1108/rege-01-2018-0010
Grazioli, S., & Jarvenpaa, S. L. (2000). Perils of Internet fraud: An empirical investigation of deception and trust with experienced Internet consumers. IEEE Transactions on Systems, Man, and Cybernetics - Part A: Systems and Humans, 30(4), 395–410. https://doi. org/10.1109/3468.852434
Harris, L. C., & Goode, M. M. H. (2010). Online servicescapes, trust, and purchase intentions. Journal of Services Marketing, 24(3), 230–243. https://doi.org/10. 1108/08876041011040631
Hutomo, Satrio. 2018. Analisis Pengaruh Persepsi Pada Produk Makanan Organik Terhadap Niat Untuk Melakukan Pembelian. Artikel Publikasi. UMS.
Imaningsih, E. S., Yusliza, M. Y., Hamdan, H., Marlapa, E., & Shiratina, A. (2023). Towards Green Behavior: Egoistic And Biospheric Values Enhance Green Self-Identities. Jurnal Manajemen, 27(3), 449-470.
Irianto, Heru. 2015. Consumer’s Attitude and Intention Towards Organic Food Purchase: An Extension of theory of Planned Behavior in Gender Perspective. International Journal of Management, Economics and Social Sciences. Vol. 4(1), pp.17-31.
Kuswati, R., Purwanto, B.M., Sutikno, B., Aritejo, B.A. (2021). Pro-Environmental Self-Identity: Scale Purification in the Context of Sustainable Consumption Behavior. In: Bilgin, M.H., Danis, H., Demir, E. (eds) Eurasian Business and Economics Perspectives. Eurasian Studies in Business and Economics, vol 17. Springer, Cham. https://doi.org/10.1007/978-3-030-65147-3_12
Laulita dan Erlinda. 2022. Faktor-faktor Internal Yang Mempengaruhi Niat Pembelian Konsumen Terhadap Produk Makanan Organik di Kota Batam. Jurnal Ekonomi & Ekonomi Syariah. Vol. 5 No. 2 Juni 2022.
Magnusson, M. K., Arvola, A., Hursti, U. K., Aberg, L., & Sjoden, P. 2001. Attitudes towards Orga-nic Foods among Swedish Consumers. British Food Journal, 103(3): 209–226.
Majid, S., Sholahuddin, M., Soepatin, S., & Kuswati, R. (2023). The Impact of Celebrity Endorsement on Consumer’s Purchase Intention. Management Studies and Entrepreneurship Journal (MSEJ), 4(3), 2591–2600. https://doi.org/10.37385/msej.v4i3.2076
Mamun, A. Al et al. 2020. Predicting the purchase intention and behaviour towards green skincare products among Malaysian consumers. Sustainability, 12(24), p. 10663. doi:10.3390/su122410663
Manuntung, Alfeus. 2018. Terapi Perilaku Kognitif pada Pasien Hipertensi. Malang. Wineka Media.
Schaffrin, A. 2011. No Measure Without Concept. A Critical Review on the Conceptualization and Measurement of Environmental Concern. International Review of Social Research, 1(3), 11-31.
Schiffman LG, Kanuk LL. 2004. Consumer Behaviour. 8th edition. New Jersey: Pearson Prentice Hall.
Shalmont, J. (2020) “Sustainable Beauty: Kesiapan Konsumen di Indonesia dalam Mengintegrasikan Konsep Keberlanjutan dalam Pengelolaan Sampah Kemasan Plastik Produk Industri Kecantikan,” Law Review, 20(2), pp. 138–168. Available at: http://ojs.uph.edu/index.php/LR/article/view/2591/pdf_1
Sharma, N.; Saha, R.; Sreedharan, V.R.; Paul, J. Relating the role of green self-concepts and identity on green purchasing behaviour: An empirical analysis. Bus. Strategy Environ. 2020, 29, 3203–3219.
Shelest, K.D.; Ionov, V.V.; Tikhomirov, L.Y. Environmental awareness raising through universities–city authorities’ cooperation. Int. J. Sustain. High. Educ. 2017, 18, 39–49.
Singhal, A. and Malik, G. 2021. The attitude and purchasing of female consumers towards green marketing related to cosmetic industry. Journal of Science and Technology Policy Management, 12(3), pp. 514–531. doi:10.1108/JSTPM-11-2017-0063.
Taufique, K.M.R.; Vaithianathan, S. A fresh look at understanding green consumer behavior among young urban Indian consumers through the lens of Theory of Planned Behavior. J. Clean. Prod. 2018, 183, 46–55.
Teng, Ching-Ching dan Yu-Mei Wang. (2014). Decisional Factors Driving Organic Food Consumption Generation of Consumer Purchase Intentions. British Food Journal, Vol. 117, No. 3.
Wijaya, M.P. and Iswanto, R. 2018. Perancangan Bisnis Untuk Produk Natural Personal Care ‘Bathe. VICIDI, 8(2), pp. 52–66. Available at: https://journal.uc.ac.id/index.php/vicidi/article/view/744
Zheng, Y. 2010. Association Analysis on Pro-Environmental Behaviors and Environmental Consciousness in Main Cities of East Asia. Behaviormetrika, 37(1), 55-69.
Published
2025-04-08
How to Cite
Abdillah, I., & Kuswati, R. (2025). The Impact of Personality Traits on Gen Z’s Intentions to Buy Eco-Friendly Products in Surakarta. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(2), 4411-4426. https://doi.org/10.31538/iijse.v8i2.6522
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Articles
Copyright (c) 2025 Ilyas Alfida' Abdillah, Rini Kuswati
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