The Effect of Environmental Concern, Brand Image, and Green Promotion on Generation Z's Repurchase Intention in The Old Clothes Exchange Program at Matahari Department Store in Jakarta
DOI:
https://doi.org/10.22441/jimb.v12i2.39030Keywords:
Environmental Concern, Brand Image, Green Promotion, Repurchase Intention, Generation ZAbstract
This study aims to analyze the impact of environmental perception, brand image and eco-promo on Z-generation repurchase intentions. The literature review of this study is based on consumer behavior and green marketing theory that emphasizes the importance of environmental value, brand awareness, and promotional communication in the formation of consumer loyalty. A quantitative approach was adopted in this study using questionnaire survey methods. The data was collected through a survey of 140 Z-generation respondents in Jakarta who had purchased it at the Matahari Department Store. The sampling method uses purposive sampling, and data analysis is carried out using a structural equation model based on the Partial Minimum Squared Method (SEM-PLS). The findings demonstrated that environmental awareness had a favorable but negligible impact on repurchase intentions, suggesting that environmental awareness alone is insufficient to promote repeat purchasing behavior in the absence of other cues. Repurchase intentions, on the other hand, were positively and significantly impacted by brand image and green campaigns. These results demonstrate that green marketing tactics can boost Generation Z customers' loyalty. In conclusion, businesses should focus on enhancing their eco-friendly brand image by ongoing sustainability initiatives and maximizing green promotions with alluring financial incentives like discount coupons.
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