Environmental Awareness as a Mediator Between Green Marketing and Purchase Intention in Generation Z

Abstract

This study aims to analyze the impact of green marketing on purchase intention among Generation Z in Yogyakarta, with environmental awareness as a mediating variable. A quantitative approach was employed, using a survey design involving 150 respondents from Generation Z students in Yogyakarta. Data were collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that green marketing has a positive but insignificant effect on purchase intention among Generation Z. However, green marketing has a positive and significant effect on environmental awareness, which in turn positively and significantly affects purchase intention. This study also finds that environmental awareness mediates the effect of green marketing on purchase intention. Theoretically, these findings strengthen the Theory of Planned Behavior (TPB), showing that attitudes, subjective norms, and perceived behavioral control can be shaped through green marketing strategies. Practically, the findings suggest that companies should more effectively use green marketing to increase environmental awareness and promote the purchase intention of eco-friendly products.