Abstract

 
 
 As environment become a prominent issue throughout the world, consumer behaviour significantly changed and adapted to be more sustainable. This interest around environment has led to aspiring business opportunities of green product or environmentally friendly product. Firms started to produce green product as a way to remain competitive in the market. With the number of green product increased, there’s a skeptical believe that companies started to present misleading and false information about their green product to merely boost profit or reputation. This consumers’ believe is alarming to firms as it is considered to detriment consumer’s purchase intention. In addition, young generation are more likely to be open to new information and are considered as potential environmentally friendly product consumers. Alongside with green skepticism, two most - studied indicators of green purchase intention notably environmental knowledge and environmental concern were analysed on young consumers’ green purchase intention. Research was conducted using quantitative approach to 403 Generation Z respondents and analysed using Partial Least Square (PLS) – SEM method. The result of this research shows that green skepticism has insignificant negative influence on green purchase intention while both environmental knowledge and environmental concern have positive and significant influence on green purchase intention. These findings might be useful for companies to understand the green purchase behaviour among young consumers and better developed their marketing strategies.
 
 
Highlights
Massive and rapid consumption of goods and services across the world has recently become a major concern as it is resulting in the degradation of natural resources and bring significant damage to the environment (Barretta, 2016; Booi Chen & Teck Chai, 2010)
The conceptual framework depicts the relationship between Green Skepticism (GS), Environmental Knowledge (EK), and Environmental Concern (EC) towards Green Purchase Intention (GPI)
This research found that green skepticism has negative but insignificant relation towards green purchase intention
Summary
Massive and rapid consumption of goods and services across the world has recently become a major concern as it is resulting in the degradation of natural resources and bring significant damage to the environment (Barretta, 2016; Booi Chen & Teck Chai, 2010). With knowing the risk of harming the planet on their hands, consumers are trying to be more accountable about their buying activities (Cherian & Jacob, 2012) These changes around consumers’ preferences resulted in new - product demand where one leads to green products or eco-friendly products (Yadav & Pathak, 2016). The referred products are likely to be seen as more attractive due to the consumer’s concern with regards to the restoration of ecological balance (Cherian & Jacob, 2012) Such finding is in line with Indonesian consumers that has changed to become socially-conscious about the products they’re buying. It is important for the company to have better understanding on how green skepticism, environmental knowledge and environmental concern is affecting consumer’s purchase decision
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