The Effect of Karmic Belief, Personal Norm and Attitude on Green Purchase Intention of Generation Z Consumers
DOI:
https://doi.org/10.66755/belacoss.v2i3.186Keywords:
Karmic Belief, Personal Norm, Attitude, Green Purchase Intention, Generation ZAbstract
This study aims to analyze the influence of Karmic Beliefs, Personal Norms, and Attitudes on Green Purchase Intentions among Generation Z consumers in Indonesia. This research is driven by critical environmental issues, such as the increase in national waste production by 2–4% per year, reaching 68.5 million tons in 2022, and urban air pollution contributing to more than 123,000 premature deaths by 2023. This study uses a quantitative approach through an online survey administered to 230 Generation Z respondents aged 17–23 years in five provincial capitals on Java Island. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that Karmic Beliefs and Personal Norms significantly and positively influence Attitudes. In turn, Attitudes are proven to be a strong predictor of Green Purchase Intentions. Theoretically, this study enriches the literature on pro-environmental purchasing behavior by integrating moral values and karmic perspectives into consumer behavior models. Practically, the findings recommend that companies and policymakers emphasize moral responsibility, spiritual beliefs, and environmental awareness in sustainable marketing strategies aimed at Generation Z.
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