THE INFLUENCE OF RELIGIOSITY ON GREEN PURCHASE INTENTIONS THROUGH PRO- ENVIRONMENTAL IDENTITY AND LONG-TERM ORIENTATION

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.