Re-examining the New "Greeneration" behaviors: How Does the Sequential Mediation role of Green Word of Mouth and Green Trust affect Green Purchase Intention among Generation Z?
Objective: This study explores whether and how the Z generation's perspective toward greenwashing perceptions influences their green purchasing intentions through the underlying green trust and green word of mouth. Design/Methods/Approach: We used purposive sampling to enroll research respond...
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| Format: | Article |
| Language: | English |
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Universitas Airlangga
2024-12-01
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| Series: | Jurnal Manajemen Teori dan Terapan |
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| Online Access: | https://e-journal.unair.ac.id/JMTT/article/view/64645 |
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| author | Rahmawati Nur Hidayati Wathanan Srinin Ahmad Taufiqurijal |
| author_facet | Rahmawati Nur Hidayati Wathanan Srinin Ahmad Taufiqurijal |
| author_sort | Rahmawati |
| collection | DOAJ |
| description | Objective: This study explores whether and how the Z generation's perspective toward greenwashing perceptions influences their green purchasing intentions through the underlying green trust and green word of mouth.
Design/Methods/Approach: We used purposive sampling to enroll research respondents. A total of 262 Z generation respondents met the criteria, and the partial least squares technique was applied for data analysis.
Findings: Greenwashing has no significant effect on green purchase intention. However, green trust and green word of mouth significantly affect green purchase intention. We also examine the sequential mediation of green trust and green word of mouth in the relationship between greenwashing and green purchase intention and the result is significant.
Originality/Value: This research provides unique and contribution by investigating the sequential intervening effect in the greenwashing – green purchase intention relationship.
Practical/Policy implication: This article helps policymakers to develop policies that support the consumption of green products, fight greenwashing, and increase public awareness about green products. For marketers, it provides insights on how to increase green purchase intention through strategies based on word of mouth and green trust. |
| format | Article |
| id | doaj-art-0b0977ae5d7e4ee3bf0e7d20e53cc3f9 |
| institution | DOAJ |
| issn | 1979-3650 2548-2149 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Universitas Airlangga |
| record_format | Article |
| series | Jurnal Manajemen Teori dan Terapan |
| spelling | doaj-art-0b0977ae5d7e4ee3bf0e7d20e53cc3f92025-08-20T02:40:30ZengUniversitas AirlanggaJurnal Manajemen Teori dan Terapan1979-36502548-21492024-12-0117351653410.20473/jmtt.v17i3.6464562813Re-examining the New "Greeneration" behaviors: How Does the Sequential Mediation role of Green Word of Mouth and Green Trust affect Green Purchase Intention among Generation Z?Rahmawati0https://orcid.org/0000-0002-6545-1086Nur Hidayati1Wathanan Srinin2Ahmad Taufiqurijal3Universitas Islam Malang, Malang, IndonesiaUniversitas Islam Malang, Malang, IndonesiaPrince of Songkla University, Phuket, ThailandUniversitas Islam Malang, Malang, IndonesiaObjective: This study explores whether and how the Z generation's perspective toward greenwashing perceptions influences their green purchasing intentions through the underlying green trust and green word of mouth. Design/Methods/Approach: We used purposive sampling to enroll research respondents. A total of 262 Z generation respondents met the criteria, and the partial least squares technique was applied for data analysis. Findings: Greenwashing has no significant effect on green purchase intention. However, green trust and green word of mouth significantly affect green purchase intention. We also examine the sequential mediation of green trust and green word of mouth in the relationship between greenwashing and green purchase intention and the result is significant. Originality/Value: This research provides unique and contribution by investigating the sequential intervening effect in the greenwashing – green purchase intention relationship. Practical/Policy implication: This article helps policymakers to develop policies that support the consumption of green products, fight greenwashing, and increase public awareness about green products. For marketers, it provides insights on how to increase green purchase intention through strategies based on word of mouth and green trust.https://e-journal.unair.ac.id/JMTT/article/view/64645greenwashinggreen word of mouthgreen trustgreen purchase intention |
| spellingShingle | Rahmawati Nur Hidayati Wathanan Srinin Ahmad Taufiqurijal Re-examining the New "Greeneration" behaviors: How Does the Sequential Mediation role of Green Word of Mouth and Green Trust affect Green Purchase Intention among Generation Z? Jurnal Manajemen Teori dan Terapan greenwashing green word of mouth green trust green purchase intention |
| title | Re-examining the New "Greeneration" behaviors: How Does the Sequential Mediation role of Green Word of Mouth and Green Trust affect Green Purchase Intention among Generation Z? |
| title_full | Re-examining the New "Greeneration" behaviors: How Does the Sequential Mediation role of Green Word of Mouth and Green Trust affect Green Purchase Intention among Generation Z? |
| title_fullStr | Re-examining the New "Greeneration" behaviors: How Does the Sequential Mediation role of Green Word of Mouth and Green Trust affect Green Purchase Intention among Generation Z? |
| title_full_unstemmed | Re-examining the New "Greeneration" behaviors: How Does the Sequential Mediation role of Green Word of Mouth and Green Trust affect Green Purchase Intention among Generation Z? |
| title_short | Re-examining the New "Greeneration" behaviors: How Does the Sequential Mediation role of Green Word of Mouth and Green Trust affect Green Purchase Intention among Generation Z? |
| title_sort | re examining the new greeneration behaviors how does the sequential mediation role of green word of mouth and green trust affect green purchase intention among generation z |
| topic | greenwashing green word of mouth green trust green purchase intention |
| url | https://e-journal.unair.ac.id/JMTT/article/view/64645 |
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