ICONBIT 2025. The Influence of Green Marketing on Purchase Intention and Purchase Decision of Bottled Water Products among Generation Z

Accelerating Sustainable Development: Harnessing the Power of Digital Business for Achieving SDG

Abstract

The evolving environmental consciousness of Generation Z consumers has encouraged bottled water companies to adopt green marketing strategies. This study analyzes the influence of green marketing on purchase intention and buying decisions for bottled water among Generation Z, incorporating variables such as trust, omnichannel experience, influencer marketing, perceived value, customer review quality, and customer engagement. A quantitative approach was applied to a sample of 200 Generation Z respondents in Indonesia. The results indicate that all dimensions of green marketing and digital engagement variables have a significant effect on purchase intention and buying decisions