Green Emotions and Green Ethics as Predictors of Gen Z’s Green Awareness in Surakarta’s Food & Beverage Lifestyle
DOI:
https://doi.org/10.32832/jm-uika.v17i2.22949Keywords:
green awareness, green behaviour, Generation ZAbstract
The city of Surakarta, known for its cultural and culinary tourism, has experienced rapid growth in the Food and Beverage (F&B) industry, which contributes to environmental challenges such as food waste and single-use packaging. This study aims to examine the influence of green emotions and green ethics on green awareness, with green behaviour environment acting as a mediating variable among Generation Z consumers. The research focuses on understanding how emotional, ethical, and behavioural dimensions interact in shaping environmental awareness within the F&B consumption context. This research adopts a quantitative approach using an explanatory survey design involving 100 Generation Z respondents through direct e-questionnaire distribution in several restaurants. Data were analysed using Partial Least Squares Structural Equation Modeling (SEM-PLS) to test four hypotheses. The results indicate that all four hypotheses are supported: (H1) green emotions have a positive and significant effect on green awareness; (H2) green emotions significantly influence green awareness through green behaviour environment; (H3) green ethics positively and significantly affect green awareness; and (H4) green ethics significantly influence green awareness through green behaviour environment. The findings confirm that Generation Z’s environmental awareness is shaped by the integration of affective, moral, and behavioural factors. This study contributes theoretically by strengthening an integrated framework of green marketing and consumer behaviour, while practically offering insights for F&B businesses to design more effective and sustainable green marketing strategies.
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