Generation Z's Behavior Towards Green Product Purchases on Instagram

Abstract

Generation Z plays a crucial role in promoting sustainable consumption behavior, including the purchase of environmentally friendly products. Instagram, one of the most popular social media platforms among Generation Z, is used for interaction, information-seeking, and product purchases. Green purchasing behavior is influenced by factors such as customer satisfaction, interactive engagement, and awareness of environmental impacts. This study aims to analyze how customer satisfaction and interactive engagement on Instagram influence Generation Z’s green purchasing behavior. This study adopts a quantitative approach using survey methods targeting undergraduate and postgraduate students at Ibnu Khaldun University, Bogor, through online questionnaires. The respondents are individuals aged 12-27 years, a generation that actively uses Instagram, with total respondents are 103. The results indicate that the main factors motivating Generation Z in their environmentally friendly product purchasing decisions are customer satisfaction and loyalty. However, Generation Z's environmentally friendly purchasing behavior is more strongly influenced by direct factors, such as trust in the brand and perceptions of the product's sustainability value, rather than loyalty or online review activities. These findings provide significant contributions to the development of green marketing strategies in the digital era. Companies can leverage interactive engagement on social media to raise consumer awareness of environmentally friendly products and strengthen customer loyalty. By understanding Generation Z’s behavior, marketers can not only enhance business competitiveness but also support sustainability goals through the promotion of greener products.