How a Unilever Brand's Green Initiatives Shape Gen Z's Eco-Conscious Purchase Intention

Salsyabrina Padmawati; Ali Hanafiah

doi:10.55927/ijbae.v4i6.474

Authors

Salsyabrina Padmawati Universitas Mercu Buana
Ali Hanafiah Universitas Mercu Buana

DOI:

https://doi.org/10.55927/ijbae.v4i6.474

Keywords:

Green Product, Green Awareness, Corporate Social Responsibility, Green Purchase Intention

Abstract

Indonesia faces a serious problem related to environmental pollution due to plastic waste, ranking it second as the country that produces the most marine plastic waste in the world. Companies such as Unilever have innovated by presenting environmentally friendly products, such as Rinso, which is the pioneer of the first recycled sachet detergent packaging in Indonesia. This study aims to analyze the influence of Green Product, Green Awareness, and Corporate Social Responsibility Activities on Green Purchase Intention for Rinso products in generation Z. The type of research used is quantitative with a causal analysis method. The sample taken was 170 respondents, using a purposive sampling technique. Data analysis was carried out using Partial Least Square (PLS) version 4.0. show that All variables have a positive and significant effect on Green Purchase Intention: Green Product, Green Awareness, and Corporate Social Responsibility Activities. The results of the study indicate that these three variables play an important role and can be used as a company marketing strategy.

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