The Interplay of Perceived Value, Environmental Concern, Attitude, and Willingness to Pay on Gen Z’s Purchase Intention Toward Sustainable Packaging

Abstrak

Increasing environmental issues and the growing demand for sustainable products highlight the need to understand consumer responses toward sustainable packaging, particularly among Generation Z as the most environmentally conscious yet price-sensitive consumer group. This study aims to analyze how perceived value of sustainable packaging, willingness to pay, environmental concern, and attitude toward sustainable packaging influence purchase intention among Generation Z consumers in Indonesia. Using a quantitative approach, data were collected from 157 respondents through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings show that all four variables positively and significantly affect purchase intention, with attitude toward sustainable packaging serving as a key driver. The study concludes that enhancing consumer perceptions, environmental awareness, and willingness to support eco-friendly packaging can strengthen sustainable purchasing behavior. These results emphasize the strategic role of sustainable packaging in shaping young consumers’ decisions and contribute to efforts toward environmentally responsible consumption in Indonesia.