Building Green Trust and Green Awareness: How Green Viral Communication and Green Advertising Affect Generation Z's Green Purchase Intention

Abstract

This study seeks to investigate the effects of Green Viral Communication (GVC) and Green Advertising (GAT) on Green Purchase Intention (GPI) among Generation Z, with Green Awareness (GA) and Green Trust (GT) serving as mediating variables. Data were collected from 185 Generation Z respondents within the Semarang Residency via an online survey employing a quantitative research design. The data were analysed using SmartPLS software through structural equation modelling. The findings reveal that Green Advertising (GAT) exerts a statistically significant positive effect on Green Purchase Intention (GPI). In contrast, the relationship between Green Viral Communication (GVC) and GPI was found to be statistically insignificant. Both Green Awareness (GA) and Green Trust (GT) function as critical mediators in these relationships. Notably, Green Awareness (GA) demonstrates a more substantial influence than Green Trust (GT), indicating that environmental awareness is of greater importance than trust in the purchasing decisions of Generation Z. These results emphasise the necessity for transparency in sustainability communications and support the adoption of evidence-based, educational green marketing strategies. This study thereby contributes to the extant literature by enhancing the understanding of Generation Z's purchasing behaviour and its implications for green marketing communications.