ENVIRONMENTAL AWARENESS AND SUSTAINABLE ONLINE PURCHASING INTENTIONS AMONG GENERATION Z: EVIDENCE FROM INDONESIA’S E-COMMERCE MARKET

Abstract

This study looks at how being aware of the environment affects young people in Indonesia's desire to buy products online in a way that's good for the planet. Since Generation Z has grown up using the internet, they are key in making eco-friendly shopping happen in the online marketplace. The research used a quantitative method, gathering information from 400 people aged 18 to 27 who regularly shop on platforms like Tokopedia, Shopee, and Lazada. A detailed survey with a five-point scale was given, and the data was analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that being environmentally aware makes young people more likely to make sustainable purchases, and this happens through their belief in their own ability to make a difference and their trust in green products. Also, seeing environmental messages on social media makes this connection stronger. The study shows how the ecological values and digital habits of Gen Z are important for encouraging responsible online shopping. It adds to the existing knowledge about green consumer behavior and gives useful ideas for marketers and government officials who want to support eco-friendly shopping in Indonesia's rapidly growing e-commerce industry.