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Green Purchase Intention among Generation Z Consumers: Does Green Trust Still Matter?
Summary
Gen Z shoppers say they care about the environment, but new research on reusable tumbler buyers shows that what actually drives them to buy "green" products is real personal value (like saving money or reducing waste) and genuine environmental concern—not just trusting a brand's eco-friendly marketing claims. This matters because it means companies pushing sustainable, plastic-reducing products (which help cut down on plastic waste and the microplastics that end up in our food, water, and bodies) need to prove tangible benefits rather than relying on green branding alone to get people to actually make the switch.
The increasing pollution caused by plastic waste, along with the rise of the green consumerism trend, has encouraged businesses to develop more environmentally friendly products by targeting the Generation Z consumer segment. However, the high awareness of environmental issues is not necessarily reflected in consistent green product purchasing behavior among consumers. This research set out to assess how far green perceived value, environmental concern, and green trust shape the green purchase intention of Generation Z consumers of Eiger tumbler products in Surabaya. A quantitative survey design was used, drawing on a purposive sample of 160 participants, with data gathered via an online questionnaire and processed through PLS-SEM in SmartPLS. Results show that both green perceived value and environmental concern exert a positive and meaningful effect on green trust as well as on green purchase intention. By contrast, green trust did not significantly affect purchase intention and was unable to mediate the relationship between the two predictor variables and purchase intention. These outcomes suggest that Generation Z places greater weight on a product's tangible benefits and their own environmental commitment than on confidence in a brand's sustainability claims. The study further contributes to the body of knowledge on green consumer behavior, particularly regarding locally produced reusable goods within developing country markets.