The Influence of Green Marketing and Eco Labelling on Gen Z’s Sustainable Purchases in Indonesia

This study explores the influence of green marketing and eco labelling on sustainable purchase behavior among Gen Z in Bekasi, Indonesia, with environmental awareness acting as a mediating variable. As global concerns over environmental degradation rise, younger consumers are increasingly expected to embrace sustainable consumption practices. However, a gap often remains between environmental concern and actual purchasing behavior. Grounded in the Theory of Planned Behavior, the study utilizes a quantitative approach, employing an online survey to collect data from Gen Z consumers. The research model is analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings demonstrate that both green marketing and eco-labelling significantly and positively influence sustainable purchase behavior, both directly and indirectly through environmental awareness. Environmental awareness plays a pivotal role in translating marketing and labelling initiatives into real sustainable actions. This research contributes to the sustainable marketing literature by confirming the behavioral impact of green marketing and eco-labelling within an emerging market context. The study provides valuable insights for marketers and policymakers, offering strategies to engage environmentally conscious youth through clear communication and reliable environmental labelling.