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This study investigates the factors influencing repurchase intention among Generation Z (Gen Z) in relation to bottled water consumption. Gen Z frequently purchases bottled water due to their fast-paced lifestyle, high mobility, and heightened health awareness, making practicality, portability, and perceived safety key drivers. Despite their environmental awareness, an attitude–behavior gap persists, with daily choices favoring convenience over sustainability. Using a quantitative approach, this study applies Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 3.0 to analyze data from 119 Gen Z respondents in Jakarta. Results reveal that cognitive beliefs—such as taste perception, safety, and health benefits—significantly influence repurchase intention, emphasizing the dominant role of functional and health-related factors in consumption behavior. In contrast, affective beliefs and environmental concern show no significant impact, nor does environmental concern moderate the relationship between affective beliefs and repurchase intention. These findings suggest that efforts to reduce plastic use among Gen Z should prioritize functional and health-focused messaging over emotional or ethical appeals.

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Sustainable Water Consumption or Convenient Habit? Understanding the Health-Oriented Trade-Offs of Gen Z Plastic Bottled Water Buyers

  • 会议论文

  • 发表日期：

    2026年

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  • Suryo Wibowo,
  • Michael Christian,
  • Henilia Yulita,
  • Rima Melati,
  • Oktafalia Marisa Muzammil,
  • Kurnadi Gularso

摘要

This study investigates the factors influencing repurchase intention among Generation Z (Gen Z) in relation to bottled water consumption. Gen Z frequently purchases bottled water due to their fast-paced lifestyle, high mobility, and heightened health awareness, making practicality, portability, and perceived safety key drivers. Despite their environmental awareness, an attitude–behavior gap persists, with daily choices favoring convenience over sustainability. Using a quantitative approach, this study applies Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 3.0 to analyze data from 119 Gen Z respondents in Jakarta. Results reveal that cognitive beliefs—such as taste perception, safety, and health benefits—significantly influence repurchase intention, emphasizing the dominant role of functional and health-related factors in consumption behavior. In contrast, affective beliefs and environmental concern show no significant impact, nor does environmental concern moderate the relationship between affective beliefs and repurchase intention. These findings suggest that efforts to reduce plastic use among Gen Z should prioritize functional and health-focused messaging over emotional or ethical appeals.