Consumer behavior and tourists’ green purchase intention of Gen Z consumers: Moderating role of environmental knowledge

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The study aims to analyze how factors such as environmental attitude, subjective norms, perceived behavioral control, and environmental knowledge impact the willingness of Generation Z tourists in Indonesia to make green or environmentally friendly purchases. It also explores the moderating role of environmental knowledge in the relationship between environmental attitude and green purchase intentions. The analysis focuses on Generation Z respondents, totaling 543 individuals. The paper employs the structural equation modeling (SEM) method. The results show that when considered individually, consumer behavior, encompassing environmental attitude, subjective norms, and perceived behavioral control, exerts a significantly positive impact on green purchase intentions. These results suggest that tourists’ attitudes toward the environment, influence from family or friends, and the ability to control their actions are pivotal in fostering green purchase intentions while traveling. Furthermore, the study demonstrates a substantial positive correlation between environmental knowledge and tourists’ green purchase intentions. Additionally, environmental knowledge moderates environmental attitude, amplifying its positive effect on tourists’ green purchase intentions. This highlights the vital role of environmental knowledge, which not only stimulates green purchase intentions but also motivates tourists to adopt pro-environmental behavior by opting for eco-friendly products.

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    • Figure 1. Conceptual framework
    • Figure 2. Result of conceptual framework
    • Table 1. Sample demographic
    • Table 2. Measurement items
    • Table 3. Validity and reliability
    • Table 4. Measurement model and discriminant validity
    • Table 5. R-square results
    • Table 6. Summary of path coefficient and moderating effects
    • Conceptualization
      Surahman, Dadang Lesmana, Dewi Naprida, Rizky Yudaruddin
    • Funding acquisition
      Surahman, Dewi Naprida, Bagus Rai Wibowo
    • Investigation
      Surahman, Dewi Naprida, Bagus Rai Wibowo
    • Methodology
      Surahman, Dadang Lesmana, Rizky Yudaruddin
    • Software
      Surahman, Rizky Yudaruddin
    • Supervision
      Surahman
    • Validation
      Surahman, Dadang Lesmana, Rizky Yudaruddin
    • Visualization
      Surahman, Dewi Naprida, Bagus Rai Wibowo
    • Writing – review & editing
      Surahman, Rizky Yudaruddin
    • Data curation
      Dadang Lesmana, Bagus Rai Wibowo
    • Formal Analysis
      Dadang Lesmana, Dewi Naprida, Rizky Yudaruddin
    • Project administration
      Dadang Lesmana, Dewi Naprida, Bagus Rai Wibowo
    • Writing – original draft
      Bagus Rai Wibowo, Rizky Yudaruddin
    • Resources
      Rizky Yudaruddin