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Original research DECODING GEN Z'S ECO-FRIENDLY CHOICES: A STUDY ON GREEN CONSUMER BEHAVIOR IN JEMBER MSMESPages 53-64
Abstract
Micro, Small, and Medium Enterprises (MSMEs), especially in the food and beverage sector, are experiencing rapid growth in line with consumer trends and needs. However, this development is accompanied by negative impacts on the environment due to low consumer awareness of waste problems and environmental conditions. To overcome this, some MSME players are implementing a Green Marketing strategy by targeting Generation Z, which is known as the generation that cares about the environment. This research uses the SEM-PLS analysis method and an online questionnaire with 190 respondents, aiming to test the influence of Environmental Concern (EC), Green Perceived Benefits (GPB), Green Perceived Quality (GPQ), and Green Awareness of Price (GAP) on Green Purchase Decisions (GPD) Jember MSME consumers, especially environmentally friendly food and beverage products. The results showed that EC had no significant effect on GPD, while GPB, GPQ, and GAP had a positive and significant effect. Generation Z moderation does not significantly influence the relationship between EC, GPB, and GPQ with GPD, but moderation in GAP has a positive and significant influence on Green Purchase Decisions. This research is expected to guide MSMEs and local governments in developing environmentally friendly businesses.
Keywords: Environmentally Friendly Food and Beverage, Generation Z, Green Consumer Behavior, Green Marketing, Green Purchase Decisions.
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Anies Firdyanti Kusuma, 
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