Predicting green purchase intention of Generation Z in Pelita Harapan University

Environmental awareness is growing up as the environmental issues nowadays are significant to human lives. Some companies started to enter green product market and targeting green consumers. However, even though consumers are aware dan willing to pay more for purchasing green product, but in reality, green product real purchase are still low. In this research, researchers want to see whether this phenomena also happen in Indonesia. Hence, this study investigated the relationship of environmental knowledge, environmental concern, subjective norms, price fairness, attitudes, and green purchase intention. The research model was tested by using self-administrated questionnaires of 250 students in Pelita Harapan University. Before the questionnaires were distributed, the preliminary test was conducted to assess the reliability and validity of the instruments. The preliminary test itself were analysed using SPSS Software. The hypotheses were measured by Structural Equation Model (SEM) using PLS-SEM. The result showed that there were all of five hypotheses which were supported. This research also gives recommendations for future research.