The Impact of User-Generated Content and Digitization in Green Marketing towards Green Consumer Behaviour to Use E-commerce

This research was conducted in Indonesia during a sampling period from February to October 2024. This study successfully collected data from 444 participants, predominantly situated in Jakarta. This research utilizes purposive sampling. It classifies individuals based on gender, occupation, monthly income, educational background, age, and housing location. This study assesses societal awareness of climate change and the propensity to adopt behavioural intentions for utilizing E-commerce to support green consumption. Adopting green products has been essential in mitigating the growing global climate change issue. The results of this research can significantly assist businesses, professionals, and scholars dedicated to employing sustainable practices to combat climate change. In contemporary society, individuals predominantly rely on social media. Consequently, it can function as a conduit for enhancing knowledge of environmental concerns. Prior studies demonstrate that Generation Z generally allocates an average of 6 to 7 hours daily to interact with various social media sites, such as YouTube, Twitter, Instagram, TikTok, Snapchat, and Facebook. Individuals today depend on digital channels as their principal source of information. Moreover, the utilization of user-generated content on digital platforms can affect and encourage users to participate in specific behaviours or make targeted acquisitions. This research aims to illustrate the significant impact of user-generated content in enhancing environmental awareness, acknowledging its intrinsic potential. Consequently, it is essential to promote society's shift towards sustainable products.