The Effect of Green Innovation in Ecoprint Fashion Product Packaging on Generation Z Purchase Intention: Evidence from Msmes in Jombang
DOI:
https://doi.org/10.29407/2vr8x623Abstract
Research aim : This research investigates how green innovation in packaging influences the purchase intention of Generation Z consumers, particularly in the context of fashion ecoprint products produced by micro, small, and medium enterprises (MSMEs) in Jombang.
Design/Method/Approach: The study employs a quantitative research design using a survey-based approach. Data were collected through an online questionnaire distributed to 100 respondents selected using purposive sampling. The data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with the assistance of SmartPLS software to evaluate validity, reliability, and hypothesis testing.
Research Finding : The findings reveal green innovation has a positive and significant effect on purchase intention, with a path coefficient of 0.880, t-statistic of 8.450, and p-value of 0.000. The R-square value of 0.520 suggests that green innovation explains 52% of the variance in purchase intention. Additionally, the F-square value of 0.350 indicates a strong effect size, and the Q-square value of 0.270 confirms good predictive relevance of the model.
Theoretical contribution/Originality : This study contributes to the literature on green innovation and sustainable marketing by emphasizing the role of eco-friendly packaging in influencing consumer behavior. The originality of this research lies in its focus on green packaging innovation within the context of fashion ecoprint MSMEs and relationship with Generation Z purchase intention.
Practitionel/Policy implication : The findings provide practical implications for MSME practitioners to enhance product competitiveness by adopting environmentally friendly packaging innovations. It also encourages businesses to align their marketing strategies with sustainability values to attract environmentally conscious consumers, especially Generation Z.
Research limitation : This study is limited to a single independent variable and focuses only on Generation Z respondents in a specific region. Future research is suggested to include additional variables and broader samples to obtain more comprehensive results.
Keywords : Green Innovation, Sustainable Packaging, Purchase Intention, Generation Z, Ecoprint, MSMEs
Keywords:
Green Innovation, , Sustainable Packaging, Purchase Intention, Generation Z, Ecoprint,, MSMEsDownloads
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