The Mediating Role of Green Attitude in Generation Z’s Green Purchase Intention: Individual and Social Media Influences in Malang City

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Quantitative analysis highlights the role of social media and environmental factors in generation Z's green purchasing intentions.

Green purchasing intention is significantly influenced by environmental concern and social media, and green attitude is a mediating factor.
Environmental knowledge does not significantly impact green attitudes or purchasing intentions in this study's context.
The research involved 154 Generation Z respondents in Malang City, using PLS-SEM for data analysis to draw conclusions.
Emphasizing the role of social media in promoting green attitudes can lead to effective green marketing strategies.

Puspitasari et al. (2025) studied this question.

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