Peran sikap, norma subjektif, dan kontrol perilaku dalam hubungan antara sustainable influencer dan minat beli produk ramah lingkungan pada generasi Z
DOI:
https://doi.org/10.53088/jmdb.v6i2.3197Keywords:
Gen Z, Purchase Intention, Sustainable Influencer, Theory of Planned BehaviorAbstract
As public attention to environmental issues continues to grow, the popularity of sustainable influencers has also increased, including Nupi through her Instagram account @ceritanupi, which is widely followed by Gen Z. This study aims to examine the influence of the sustainable influencer @ceritanupi on green product purchase intention among Generation Z, with attitude toward behavior, subjective norm, and perceived behavioral control serving as mediating variables. A quantitative approach was employed through an online survey of 181 Generation Z respondents, defined as individuals born between 1998 and 2012, who had been exposed to content posted by @ceritanupi. Data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results indicate that the sustainable influencer significantly influences attitude toward behavior, subjective norm, and perceived behavioral control. However, the sustainable influencer does not have a significant direct effect on green product purchase intention. The influence on purchase intention occurs only through attitude toward behavior and perceived behavioral control, while subjective norm has no significant effect. Based on these findings, collaboration with sustainable influencers such as @ceritanupi can be utilized as a marketing strategy for green products. However, it should be supported by approaches aligned with consumer characteristics to increase purchase intention effectively.
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