Abstract:
This study aims to examine the influence of religiosity on green purchase intention
among Generation Z and Millennials in the Jabodetabek area, with long-term
orientation (LTO) and pro-environmental identity (PEI) as mediating variables. The
background of this study is the increasing awareness of environmental issues and
the role of internal values in shaping consumption behavior. A quantitative approach
was used, and data were collected through an online questionnaire distributed to
165 respondents. The analysis was conducted using Partial Least Squares Structural
Equation Modeling (PLS-SEM) with SmartPLS version 4. The results indicate that
religiosity has a significant and positive influence on green purchase intention.
Religiosity also positively influences both mediating variables: long-term
orientation and pro-environmental identity. Therefore, PEI and LTO are both
significant antecedents of green purchase intention. Moreover, religiosity indirectly
affects green purchase intention through the two mediators. The R2 measure of
0.598 indicates that the three variables religiosity, LTO, and PEI together explain
59.8% of the variance in green purchase intention. These findings reinforce that
intrapersonal elements such as religious belief, future orientation, and
environmental self-identity significantly influence young consumers to make
environmentally sound consumer decisions. This research will be beneficial to
marketers, teachers, and potential researchers interested in green consumer
behavior among youth.
