This research aims to determine Generation Z (Gen Z)’s intention to do green consumption based on environmentally friendly products.
Total respondents in this research were 192 Gen Z people from three major cities in Indonesia. Statistical analysis used a linear regression test to determine the factors influencing Gen Z intentions to do entrepreneurship based on environmentally friendly products.
Derived from the research results, the factor influencing Gen Z’s intentions in doing green consumption is self-efficacy, with a p-value of 0.000, which means that self-efficacy has a positive relationship with Gen Z’s intentions towards green consumption.
This study contributes original empirical evidence from an emerging economy context, demonstrating that self-efficacy is the dominant driver of green consumption intentions among Indonesian Gen Z, offering actionable insights for universities and policymakers.
Universities should integrate green entrepreneurship education and self-efficacy-building activities into curricula to foster sustainable consumption behaviours.
Herdiansyah, H. and Hawa, N. I. (2026): Green Consumption Behaviour of Gen Z as Sustainable Lifestyle on Environmentally Friendly Products. World Journal of Entrepreneurship, Management and Sustainable Development (WJEMSD), Vol. 22, No. 5, pp. 479-493.
