KECEMASAN LINGKUNGAN TERHADAP INTENSI PEMBELIAN PRODUK RAMAH LINGKUNGAN PADA GENERASI Z DI INDONESIA

The climate crisis and environmental degradation occurring in regions around the world can trigger anxiety towards current environmental issues. The anxiety can raise feelings of guilt that may strengthen a person's tendency to respond, with an intention to purchase environmentally-friendly products. This study was aimed to examine the influence of eco-anxiety levels on the intention to purchase environmentally-friendly products among Generation Z in Indonesia. This research employed a quantitative correlational approach. The participants in this study involved Generation Z youngsters aged 18 to 27 years (N=349), obtained through accidental sampling. The measurement tools utilized were the HAES-13, used to measure eco-anxiety, and the Green Purchase Intention Scale, used to measure the intention to purchase environmentally-friendly products. Then, the data analysis technique employed the simple linear regression. The research results indicated that eco-anxiety had a significant positive influence on the intention to purchase environmentally-friendly products (R = 0.827, p = 0.00), with a contribution of influence (R2) of 68.4%.