SUSTAINABLE CONSUMPTION IN WEST JAVA: GREEN BUYING INTENTIONS FROM MILLENNIALS
نویسندگان
چکیده
This study will examine how sustainable consumption values, which consist of functional social and emotional values influence the purchase intention green products. Based on theory value, this antecedents purchasing intentions among young adults (Millennials) in West Java Province, as Province with largest population Indonesia. Structural equation modelling technique, Equation Modelling (SEM) is applied to data collected from respondents through online surveys. Overall value consists has an buy generation Z millennial highest factor so that it can buying interest products Java. Therefore, there are several rooms for improvement research further researchers. As sample currents was a specific region, have broader results by taking larger region other than
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ژورنال
عنوان ژورنال: Journal of business studies and management review
سال: 2023
ISSN: ['2597-369X', '2597-6265']
DOI: https://doi.org/10.22437/jbsmr.v6i2.25414