Abstract
The issue of natural sustainability is a challenge for producers and consumers. Generation Z includes the generation that is more concerned with natural sustainability and is willing to pay more to buy more expensive, environmentally friendly products.The purpose of this study is to analyse the factors that influence the purchase of green products by generation Z in DKI Jakarta. This research is quantitative. Data collection conducted on 254 respondents consisting of generations in the age group of 19–25 years in DKI Jakarta. Respondents were selected purposefully from October 2023 to January 2024. The data processing method used structural equation modelling. The results showed that perceptions of the circular economy have a correlation with Generation Z's purchasing decisions and significantly moderates the 4Ps marketing mix (product, price, place, and promotion) in purchasing decisions. An essential implication of this research is that consumer decision-making is the intense urge of consumers themselves to buy environmentally friendly products.
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