PENGARUH GREEN ADVERTISING DAN ENVIRONMENTAL ATTITUDE TERHADAP MINAT BELI GEN Z AKAN PRODUK FURNITUR RAMAH LINGKUNGAN IKEA: STUDI DI BANDUNG RAYA

This study aims to analyze the influence of green advertising and environmental attitudes on Gen Z's purchase intention for IKEA's eco-friendly furniture products. The population in this study were Generation Z men and women who live in Greater Bandung and have never purchased IKEA products but have seen IKEA's environmentally-themed advertisements. The method used was convenience sampling with a sample size of 210 respondents aged 18–27 years. Data were collected through a Likert-scale questionnaire analyzed using multiple linear regression. The results showed that green advertising and environmental attitudes have a positive effect, both partially and simultaneously, on purchase intention. This study is expected to contribute to further research and become a reference for companies in developing environmentally-based communication and promotion strategies to increase purchase intention for eco-friendly products.