Green Consumption Behaviour of Gen Z as Sustainable Lifestyle on Environmentally Friendly Products, Herdis Herdiansyah, Nada Hawa
Herdis Herdiansyah
Department of Environmental Science, Graduated School of Sustainable Development
Universitas Indonesia
Jakarta
Indonesia
ORCID: 0000-0003-2684-3551
Nada Ismita Hawa
Institute for Advanced Science, Social, and Sustainable Future
Depok, West Java
Indonesia
ORCID: 0009-0000-0936-8862
Type of Paper: Research
Received: 19 February 2026 / Revised: 14 August 2026 / Accepted: 18 August 2026 / Published: 25 August 2026
DOI: 10.47556/J.WJEMSD.22.5.2026.6
Purpose: This research aims to determine Generation Z (Gen Z)’s intention to do green consumption based on environmentally friendly products.
Design/Methodology/Approach: 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.
Findings: 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.
Originality/value: 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.
Practical Implications: Universities should integrate green entrepreneurship education and self-efficacy-building activities into curricula to foster sustainable consumption behaviours.
Keywords: Environmental Issue; Green Consumption; Gen Z; Intention; Self-efficacy; Sustainability.
Citation: 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.