Exploring the perception, knowledge, and behavioral tendency to use eco-friendly products of Generation Z in Tangerang Selatan

Abstract

The awareness of the use/consumption of eco-friendly products needs to be increased. The study is interested in focusing on how far Generation Z knows, perceives, and intends to use eco-friendly products as they are identified as people who are highly concerned about the environment. The purposes of the study are twofold. Firstly, the study aims to analyze to what extent the perception and knowledge of Generation Z towards eco-friendly products. Secondly, it is to examine the behavioral tendency of Generation Z to use/consume eco-friendly products using the Theory of Planned Behavior (TPB). The study adopts a mixed-method approach. The qualitative study was conducted by distributing an open-ended questionnaire to 41 participants. Concurrently, a quantitative study was conducted by distributing a questionnaire in a survey to 163 university students (Generation Z) in Tangerang Selatan. The qualitative result shows that the participants are well-known in the campaign to reduce plastic waste. They identified that eco-friendly products are plastic-free, have natural colors, and do not contain chemicals. The quantitative study shows positive results on the influence of attitude, subjective norm, and perceived behavioral control on behavior intention to use eco-friendly products. Additionally, there are positive correlations among the variables in the TPB model.