Women, Environment and Marketing: What Drives Green Purchase Intention of Cloth Menstrual Pads Among Generation Z
DOI:
https://doi.org/10.22441/jurnal_mix.2026.v16i2.004Keywords:
Environmental Knowledge, Environmental Concern, Green Advertising, Attitude Toward Green Product, Sustainability Awareness, Green Purchase IntentionAbstract
Objectives: This study investigates the influence of environmental knowledge, green advertising, and environmental concern on green purchase intention toward cloth menstrual pad products, with attitude toward green products serving as a mediating variable and sustainability awareness functioning as a moderating variable.
Methodology: Data were collected through an online survey of 421 Generation Z women residing in major Indonesian cities, namely Jakarta, Bandung, Surabaya, Medan, and Makassar, and analyzed using SmartPLS 4.
Finding: The results reveal that environmental knowledge, green advertising, and environmental concern exert significant positive effects on attitudes toward green products, which subsequently enhance green purchase intention. Notably, environmental knowledge demonstrates a negative direct effect on purchase intention, while sustainability awareness fails to moderate the proposed relationships.
Conclusion: These findings offer valuable insights for manufacturers, marketers, policymakers, and environmental organizations seeking to foster green purchase intention, particularly for sustainable products such as cloth menstrual pads
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