Analysis of Consumer Awareness’ Values and Attitudes towards Green Purchase Behavior: Study on Millennial and Generation Z

Abstract

Environmental problems made the Indonesian people aware of green buying behavior. Various environmental movements spread throughout Indonesia, and people's attitudes and behavior toward being environmentally friendly changed. However, research indicates that there is still a gap between environmental knowledge and behavior. This study aims to explain how consumer environmental awareness influences green buying behavior, boosted by green product quality collected by distributing questionnaires to 388 Millennial and Generation Z respondents in West Java. The results show that consumer environmental awareness positively influences green buying behavior with the support of attitude toward environmental problems bolstered by the quality of the green product. However, environmental awareness does not succeed in influencing green buying behavior if it is through an attitude toward eco-social advantages. Then, information on a green product does not directly affect green buying behavior but is successful if there is a booster from the quality of the green products.