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8 August 2025
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9 August 2025
Published
9 August 2025
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Abstract

Penelitian ini mengevaluasi pengaruh environmental sustainability government initiatives terhadap green practices, environmental awareness, dan environmental consciousness oleh konsumen Generasi Z. Data diperoleh melalui survei mandiri yang ditujukan kepada kelompok Gen Z, dengan total 250 responden. Analisis dilakukan menggunakan pendekatan partial least squares structural equation modeling (PLS-SEM). Temuan penelitian menunjukkan bahwa SPI, EA, dan EC secara signifikan berkontribusi positif terhadap GP, sementara ESGI tidak menunjukkan pengaruh yang signifikan. Penelitian ini juga menguji fungsi mediasi dari variabel EC dan EA dalam proses adopsi serta implementasi perilaku ramah lingkungan. Selain itu, ditemukan adanya efek moderasi berdasarkan gender dalam model yang dianalisis. Secara keseluruhan, hasil penelitian ini menekankan peran penting platform sosial dalam mendorong perilaku berkelanjutan di kalangan Gen Z, memberikan arahan strategis bagi pelaku bisnis dan pemasar dalam mengembangkan kampanye inisiatif hijau mereka.

Keywords

environmental sustainability green practices environmental awareness environmental consciousness

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Copyright (c) 2025 Fadhil Taufik Zhafran

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Zhafran, F. T. (2025). Pengaruh Environmental Sustainability Government Initiatives terhadap Green Practices, Environmental Awareness, dan Environmental Consciousness pada Skincare. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 3(2), 252–261. Retrieved from https://journal.uii.ac.id/selma/article/view/42682
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