Influence of Green Advertising, Environmental Awareness, and Green Attitude on Green Purchase Intention (UNIQLO)

Abstrak

This study examines the influence of Green Advertising and Environmental Awareness on Green Purchase Intention, with Green Attitude as a mediating variable, toward UNIQLO Blue Cycle Jeans among Generation Z consumers in Jabodetabek, Indonesia. Using a quantitative approach, data were collected from 107 respondents and analyzed with PLS-SEM. The results show that Green Advertising and Environmental Awareness significantly affect Green Attitude, while only Environmental Awareness has a significant direct effect on Green Purchase Intention. In contrast, Green Advertising and Green Attitude do not significantly influence Green Purchase Intention, and Green Attitude does not mediate the relationships between the independent variables and purchase intention. These findings indicate an attitude–intention gap, suggesting that environmental awareness plays a more important role than green advertising in driving green purchase intention among Generation Z

Keywords: Green Advertising; Environmental Awareness; Green Attitude; Green Purchase Intention; Generation Z; UNIQLO Blue Cycle Jeans; PLS-SEM