Green Purchase Behavior Gen Z: Menguak Peran Strategies Green Marketing
DOI:
https://doi.org/10.47747/snfmi.v2i1.2354Abstract
Generation Z, a generation deeply concerned about environmental issues, is actively seeking to make responsible choices, even in their purchasing decisions. The rise of green marketing, a strategy that resonates with these environmental values, is proving to be a powerful tool in attracting consumers, particularly Generation Z. This study, which investigates the influence of green marketing on green purchase behavior, uses a survey method to collect data from 100 Generation Z respondents who purchase McDonald's products in Palu City. The research data is analyzed using the Partial Least Square (PLS) analysis tool, and the results are promising-green marketing is shown to have a positive influence on green purchase behavior.
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