Environmental Consciousness, Purchase Intention, and Actual Purchase Behavior of Eco-Friendly Products on Generation Z in Indonesia

This study investigates the determinants of pro-environmental purchasing among Generation Z in Indonesia by examining the effects of Environmental Concern (EC), Environmental Knowledge (EK), and Perceived Consumer Effectiveness (PCE) on Purchase Intention (PI) and actual Purchase Behavior (PB). Utilizing a quantitative approach with PLS-SEM through SmartPLS 4.0, data from Gen Z respondents were analyzed to assess the structural model. The structural model demonstrated robust explanatory power for both endogenous variables. The findings reveal that EC, EK, and PCE significantly drive Purchase Intention. However, the direct path from Purchase Intention to Purchase Behavior was found to be statistically non-significant, confirming a notable green intention-behavior gap among Indonesian Gen Z consumers. Crucially, moderation analysis demonstrates that this gap is successfully bridged by Ease of Purchase (EP) and Eco Label Credibility (ELC), both of which act as vital catalysts that significantly strengthen the conversion of green intention into actual purchase execution. Consequently, eco-friendly enterprises must look beyond environmental awareness campaigns and strategically prioritize reducing purchasing friction while establishing transparent, highly credible green certifications to secure real sustainable market share.