SUSTAINABLE PURCHASE INTENTION OF MILLENIALS GENERATION ON GREEN PURCHASE PRODUCT

Abstract

Currently, attention to the consumption of environmentally friendly products and at the same time responsible consumers is a trend among the millennial generation. The early era occupies the second largest position in consuming drinks and plastic waste pollution which is dominated by straw plastics today we need to pay attention to, because Indonesia is in the second rank of plastic waste in the world. The statement above shows the importance of Indonesia to focus more on millennial consumers as a large and potential market for environmentally friendly products. This study aims to determine whether environmentally friendly products, in this case the green coffee shop, have an effect on consumer purchase interest with Peer Pressure as an intervening variable. This research uses non-purposive sampling with purposive technique. The questionnaire data was tested with Partial Least Square (PLS) from 150 millennial respondents aged 18-38 years in Indonesia (Jakarta, Depok, Tangerang, and Bekasi). The results showed that Environmental Knowledge, Environmental Awareness, Social Values, and Eco-Friendly Labels influence Green Purchase Intention through Peer Pressure as an intervening variable. Thus, millennial consumers can have a positive impact on environmentally friendly products to further increase consumer buying interest. In addition, our results also show that Peer Pressure mediates the relationship between Environmental Knowledge, Environmental Awareness, Social Values, and Green Label on Green Purchase Intentions of millennial consumer groups in Indonesia despite the unhealthy effects found.