Internal and External Factors Influencing Green Product Purchase Intention

This study investigates the factors influencing Green Purchase Intention among Generation Z in Indonesia. Specifically, it examines the impact of Emotion, Altruistic Motivation, and Green Labeling on this intention. Addressing a gap in the literature, this research explores the relationships between these variables, which have limited empirical validation, particularly in the Indonesian context. The novelty of this study lies in its focus on Generation Z in Indonesia and the combined analysis of Emotion, Altruistic Motivation, and Green Labeling. Through a quantitative approach involving over 400 respondents, the study analyzes the collected data using SmartPLS software. The findings reveal that all three variables significantly enhance Green Purchase Intention. Moreover, Altruistic Motivation and Green Labeling positively impact Emotion, thereby reinforcing Green Purchase Intention. This research provides new insights into green marketing literature in Indonesia and suggests that companies design effective campaigns highlighting social and environmental benefits and employ clear and credible Green Labeling to appeal to Generation Z.