Faktor-Faktor Yang Memengaruhi Niat Pembelian Personal Care Product Ramah Lingkungan Pada Generasi Z

Several studies on green personal care products (PCP) are still insufficient compared to those on general agricultural products. However, green PCPs are starting to be used by consumers due to environmental concerns. Prior research mentioned that product knowledge and environmental concerns influence purchase intention. Additionally, several factors influence this intention, including attitude toward the behavior, subjective norms, and perceived behavioral control, commonly known as the theory of planned behavior (TPB). This research aims to analyze the factors influencing the intention to purchase green PCPs among Generation Z. This research was conducted in the Jabodetabek area, with a sample of 200 respondents aged 19–28. Descriptive analysis, structural equation modeling-partial least squares (SEM-PLS) analysis, and importance-performance matrix analysis (IPMA) were used in the study. The results proved that product knowledge, environmental concerns, subjective norms, and perceived behavioral control significantly influence purchase intention for green PCPs. Attitudes toward the behavior do not influence purchase intention for green PCPs. Furthermore, managerial implications include a better understanding of consumer behavior, especially in Generation Z. Examples of programs include conducting seminars on environmental issues and the use of green products, involving local communities in the supply chain from farmers to consumers, and providing consumers with an understanding of their contributions and the impact on their lives each time they purchase green PCPs. Moreover, celebrities or influencers who recommend green PCPs on social media can help increase purchase intentions for green PCPs.