Awareness of the Environmental Sustainability Impact of Sportswear and Green Perceived Value in Gen Z at South Tangerang

This study aims to analyze the influence of green brand image, green advertising, and green packaging on green perceived value in Generation Z consumers in South Tangerang, focusing on Adidas sportswear products. This study uses a quantitative method by collecting data through google form with respondents in the age range of 17 to 24 years. Data analysis was carried out to determine the relationship between the variables studied. The results of the study show that green advertising has a positive and significant effect on greed perceived value in Generation Z in South Tangerang. This shows that companies that build advertisements with a positive green image are able to foster trust and increase consumer assessment of environmentally friendly products. In addition, green brand image and green packaging show a positive but not dominant influence, which indicates that Generation Z consumer confidence is not only influenced by environmentally friendly image, but also by the real form of company actions. Through this research, it also emphasizes the importance of an honest green marketing strategy and has clear differentiation so that companies can strengthen the perception of sustainability in Generation Z consumers. The findings of this study contribute to academic understanding as well as managerial implications for companies, especially in the sportswear industry in developing sustainable marketing strategies.