Consumption Value and Thalers’ Utility Theory: Observations on Generation Zs’ Green Purchase Intention in Indonesia

The increased world population makes the carrying capacity of nature even heavier and leads to various environmental problems. Consumption of green products is one of the solutions to overcome environmental problems. Based on previous research, people still perceive green products as having lower quality with higher prices than conventional products, so it becomes a barrier for companies or industries to identify how to develop marketing strategies for green products. This study aims to determine how consumers, especially Generation Z, construct green purchase intention by examining the impact of consumption value and the mediating effect of utility. There are 278 Indonesian Generation Z used as respondents in this study. This study is analyzed by using Smart PLS 4.0 application. The results show a positive and significant affect of social value, experiential value, and transaction utility on green purchase intention, a positive and significant affect of functional value and experiential value on acquisition utility and transaction utility, and a positive and significant affect of acquisition utility on transaction utility. Meanwhile, functional value and acquisition utility did not significantly affect green purchase intention.