Ko al, Vik o e al.
A icle
Model o en i onmen al pe cep ions on alue o ecyclable
p oduc s and i s e ec s on consume s beha iou
Jou nal o Business Economics and Managemen (JBEM)
P o ided in Coope a ion wi h:
Vilnius Gediminas Technical Uni e si y (VILNIUS TECH)
Sugges ed Ci a ion: Ko al, Vik o e al. (2024) : Model o en i onmen al pe cep ions on alue o
ecyclable p oduc s and i s e ec s on consume s beha iou , Jou nal o Business Economics and
Managemen (JBEM), ISSN 2029-4433, Vilnius Gediminas Technical Uni e si y, Vilnius, Vol. 25, Iss. 4,
pp. 665-684,
h ps://doi.o g/10.3846/jbem.2024.21994
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Volume 25
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Pages 665–684
h ps://doi.o g/10.3846/jbem.2024.21994
MODEL OF ENVIRONMENTAL PERCEPTIONS ON VALUE OF RECYCLABLE
PRODUCTS AND ITS EFFECTS ON CONSUMERS BEHAVIOUR
Vik o KOVAL 1, Dwi SUHARTANTO 2, Halyna KRYSHTAL 3, Fa ya Al y AMALIA 2,
Vik o iia UDOVYCHENKO 4, I Wayan Edi ARSAWAN 5
1Depa men o Business and Tou ism Managemen , Izmail S a e Uni e si y o Humani ies, Izmail, Uk aine
2Depa men o Business Adminis a ion, Poli eknik Nege i Bandung, Bandung, Indonesia
3Depa men o Accoun ing and Taxa ion, In e egional Academy o Pe sonnel Managemen , Kyi , Uk aine
4Depa men o Geog aphy o Uk aine, Ta as She chenko Na ional Uni e si y o Kyi , Kyi , Uk aine
5Depa men o Business Adminis a ion, Poli eknik Nege i Bali, Bali, Indonesia
A icle His o y: Abs ac . The massi e consump ion o con en ional ecyclable p oduc s causes
en i onmen al pollu ion, so i is e y impo an o aise public awa eness abou
he use o g een plas ics. This s udy assessed a comp ehensi e unde s anding o
he beha iou al in en ion model o g een plas ic p oduc s om he pe spec i e
o he new gene a ion. This s udy uses da a collec ed om 551 new-gene a ion
cus ome s o en i onmen ally iendly ecyclable plas ic p oduc s in Indonesia.
Da a analysis employing pa ial leas squa es e eals ha he beha iou al in en-
ion model, including pe cei ed quali y, pe cei ed alue, us , and sa is ac ion as
de e minan s, is a i ac oss hese gene a ion coho s. Fu he , his s udy claims
ha cus ome sa is ac ion is he main d i e o beha iou al in en ion, while us
is he main de e minan o sa is ac ion wi h g een plas ic p oduc s o bo h gen-
e a ions. Finally, his s udy shows ha millennial sa is ac ion is d i en by pe -
cei ed alue, whe eas new-gene a ion sa is ac ion is de e mined by pe cei ed
quali y. The s udy only conside ed beha iou al in en ion, including quali y, alue,
us , and sa is ac ion as he d i e s, meanwhile, o he po en ial ac o s could
in luence he in en ion signi ican ly as well. These indings speci ically apply o
g een plas ic p oduc s bu no o o he kinds o g een p oduc s. In addi ion, he
go e nmen can de ise be e policies suppo ing g een p oduc s by o e ing ax
incen i es o ecyclable p oduc s.
■ ecei ed 23 No embe 2023
■ accep ed 10 May 2024
Keywo ds: beha iou al in en ion, sa is ac ion, g een plas ic, pe cei ed quali y, pe cei ed alue, us , en i onmen al
consump ion.
JEL Classi ica ion: L1, M31, O13, O35, P18, P28.
Co esponding au ho . E-mail: ic o -ko al@uk .ne
JOURNAL o BUSINESS
ECONOMICS & MANAGEMENT
1. In oduc ion
Con en ional plas ic is dange ous o he en i onmen as i is ha d o na u ally decay and
ha m ully impac s li ing c ea u es as well as he en i onmen (Leal Filho e al., 2019). Wi h
only abou 9% o con en ional plas ic being ecycled, he en i onmen al pollu ion issue om
using his plas ic a ises (Geye e al., 2017). A he same ime, people become awa e o he
need o en i onmen al ca ing by using g een plas ics p oduc s (Van Rensbu g e al., 2020).
G een plas ic o biodeg adable plas ic di e om con en ional plas ic as i helps lessen
666 V. Ko al e al. Model o en i onmen al pe cep ions on alue o ecyclable p oduc s and i s e ec s on consume s...
g eenhouse emissions (de Va gas Mo es e al., 2018) and build en i onmen al pe o mance
(Lambe & Wagne , 2017). Howe e , g een plas ic’s p oduc ion cos is highe han egula
plas ic, which is why g een plas ic is s ill mo e expensi e han egula plas ic (Leal Filho e al.,
2019). Consequen ly, al hough he public awa eness le el o using g een plas ic p oduc s
inc eases, i s u iliza ion is s ill e y low (Van Rensbu g e al., 2020). The e o e, in his unique
and challenging en i onmen , comp ehending and managing cus ome beha iou al in en ion
is impe a i e (Suha an o e al., 2021a).
Since ha ing cus ome s wi h bene icial beha iou al in en ion is impo an , esea ch on
cus ome beha iou in many sec o s inc eases, comp ising in he g een p oduc s sec o . Pas
s udies gene ally ag ee ha quali y, alue, sa is ac ion, and us a e solid d i e s o beha -
iou al in en ion on g een p oduc s (Chen & Chan, 2013; Pahle i & Suha an o, 2020; Zhang
e al., 2020). Howe e , due o he inconsis ency esul s, schola s (Guo e al., 2019; Ma akanon
& Panjakajo nsak, 2017; Woo & Kim, 2019) claim ha he de elopmen o g een beha iou al
in en ion is no en i ely unde s ood. The e o e, schola s (Kau ish & Sha ma, 2019; Pahle i
& Suha an o, 2020; Woo & Kim, 2019) sugges u he explo ing he cus ome s’ in en ion
models in new g een p oduc o se ice sec o s. Pas s udies ha e explo ed g een beha iou al
in en ion, howe e , only a ew ha e been conduc ed on g een plas ic p oduc s (de Va gas
Mo es e al., 2018; Pahle i & Suha an o, 2020). Thus, explo ing he beha iou al in en ion
model in g een plas ic p oduc s will po en ially ex end he exis ing knowledge on his ield
(A sawan e al., 2022; Ko al e al., 2023).
In ela ion o gene a ion coho aspec , s udies ha e examined g een beha iou among
he new gene a ion, including Millennials, bo n be ween 1980 o 1995 (Allen & Spialek, 2018;
Shapo al e al., 2018) and Gen Z, bo n be ween 1996 o 2002 (Hoxha & Zeqi aj, 2019; Rob-
inson & Schänzel, 2019; Une e al., 2020). These s udies e eal ha compa ed o o he
gene a ions, his new gene a ion ends o ha e a highe in e es in buying g een p oduc s
and a highe consciousness in p o ec ing he en i onmen . Indeed, he Millennial and Gen Z
g een beha iou is no app ehended and hey a e s imula ing segmen s o g een p oduc s
(P ipo as e al., 2017; Shukla, 2019). Howe e , limi ed pas s udies on his new gene a ion
has ocused on g een plas ic p oduc s. Conside ing his gene a ion is he bigges u u e
challenge o ma ke ing (P ipo as e al., 2017; U omo, 2019), any pa o ex ending he exis -
ing heo e ical model o g een beha iou al in en ion, a s udy examining hese gene a ions’
pe cep ion owa ds g een plas ic p oduc s will assis business playe s o expand hei g een
ma ke ing s a egies (Bu ak e al., 2019; Gelde man e al., 2021; S upny skyi e al., 2023) and
p o iding impo an educa ion o be mo e awa e o en i onmen ally iendly ma e ials usage
(Nguyen e al., 2018).
Mo i a ed by p oposed esea ch gaps, his esea ch assesses he beha iou al in en ion
model owa ds g een plas ic p oduc s, which includes pe cei ed quali y, pe cei ed alue, sa -
is ac ion, and us as he an eceden s, ac oss he new gene a ion, Millennial and Gen Z cus-
ome s. This esea ch ocuses on new gene a ion consume s in Indonesia o h ee g ounds.
Fi s ly, as he pollu ion caused by massi e con en ional plas ic consump ion, he Indonesian
en i onmen issue is appa en (Van Rensbu g e al., 2020). Recen ly, Indonesian consume s’
consciousness o use g een p oduc s, including plas ic p oduc s, has inc eased (Anya, 2019).
Ne e heless, g een p oduc s a e s ill pe cei ed as expensi e p oduc s, and his p e en s
he cus ome s om using hem (Pahle i & Suha an o, 2020). Second, Indonesia has a la ge
numbe o young people wi h abou 112 million (31% o he popula ion) om he new gen-
e a ion coho (S a is ics, 2020). The e o e, in he u u e, his young gene a ion is a po en ial
ma ke o g een plas ic p oduc s. Al hough Millennials and Gen Z a e young cus ome s wi h
Jou nal o Business Economics and Managemen , 2024, 25(4), 665–684 667
ela i ely be e en i onmen al awa eness han olde gene a ions, some a iances s ill exis
among hem. Gen Z is mo e social jus ice-o ien ed han Millennials (Robinson & Schänzel,
2019), leading o be e sensi i i y o en i onmen al issues (Suha an o e al., 2022) and mo e
open-mindedness o inno a ions in g een beha iou (Tan e al., 2019). Despi e hei highe
endency owa d g een beha iou , Gen Z’s consump ion is small due o hei limi ed income
(Acha ya, 2019). Millennials ha e a signi ican ma ke sha e ye a e known o disloyal y o
p oduc s and se ice p o ide s (U omo, 2019). Acco ding o such dis inc ions, assessing In-
donesian pu chase in en ion owa d eco- iendly plas ic p oduc s om Millennials and Gen
Z sepa a ely is easonable and necessa y o de elop mo e speci ic s a egies o each g oup
o cus ome s. Thi d, he p oduc ion le el o solid was e ha causes pollu ion eached 64
million ons, wi h a composi ion o 60% o ganic, 14% plas ic, and 9% pape (Les a i & T ihad-
ining um, 2019). I inc eases due o apid economic g ow h, employmen , and consump ion,
which lacks os e ed awa eness o eco- iendly beha iou (A sawan e al., 2024). Enhancing
his gene a ion’s knowledge o he en i onmen can gene ally ele a e economic po en ial,
conside ing ha mo e indi iduals bene i om eco- iendly plas ic (Pahle i & Suha an o,
2020; Woo & Kim, 2019). The po en ial e ec is p oli e a ed economic alue supplemen ed
by g een beha iou o en i onmen al p ese a ion.
Fu he , his s udy explo es he heo e ical amewo k and hypo heses in Sec ion 2, high-
ligh ing millennials and g een p oduc s and hei ela ionships o beha iou al in en ions.
Sec ion 3 explains he me hodology, including he da a collec ion and analysis echniques
applied. The esul s and indings a e p esen ed in Sec ion 4, which analyses he ela ionship
be ween cons uc s associa ed wi h ecyclable p oduc s. Sec ion 5 discusses he indings’
implica ions o he body o knowledge, as well as heo e ical and manage ial implica ions.
Finally, Sec ion 6 summa izes he main indings and iden i ies limi a ions o u u e esea ch
di ec ions.
2. Li e a u e e iew and hypo heses
2.1. Millennials, Gen Z, and g een p oduc s
Millennials g ow up in a ela i ely p ospe ous pe iod and a e exposed o ela i ely com-
o able li es yles (Til o d, 2018). This gene a ion has a s ong sense o independence,
a e goal-o ien ed, and he mos educa ed o he gene a ion g oups (Amalia e al., 2020;
Dean e al., 2022; Shukla, 2019). Millennials a e also po ayed as success-d i en, ambi-
ious, and communi y-minded (Bilgihan, 2016). They g ow up in a digi al en i onmen and
hey ha e a na u al ap i ude o echnology (Til o d, 2018). A sma phone is a echnology
o Millennials choice which is conside ed as a ep esen a ion o hei indi iduali y. Mil-
lennials can easily buy p oduc s o se ices om global o local selle s since hey ha e
cons an access o digi al media. They domina e he online communi y, in e ac h ough
online media, and possibly a ec e e yone in all online business sec o s (Allen & Spialek,
2018). Wi h hese cha ac e is ics, as Millennials ep esen u u e cus ome s, g een p oduc
manage s mus enhance hei unde s anding o cons uc i ely in ol e his gene a ion as
a a ge ma ke .
Millennials a e he mos po en ial buye s among gene a ions (Til o d, 2018). Making
up 25% o he wo ld’s popula ion, hey ha e mo e pe sonal income han p e ious gen-
e a ions (Suha an o e al., 2019). Addi ionally, compa ed o o he gene a ions, Millen-
nials ha e a s onge awa eness o sus ainable en i onmen al s abili y and pay g ea e
668 V. Ko al e al. Model o en i onmen al pe cep ions on alue o ecyclable p oduc s and i s e ec s on consume s...
a en ion o g een p oduc s (Hao e al., 2019; Lak iono a e al., 2022). Howe e , he Mil-
lennials’ g een beha iou is no well-comp ehended and becomes an in iguing segmen
(Une e al., 2020). Fu he , Millennials a e a la ge ma ke sha e, bu i is di icul o make
hem loyal o p oduc s and se ice p o ide s (U omo, 2019). Thus, g een ma ke e s mus
unde s and Millennial buying beha iou in o de o s ongly main ain he business and
a ac hem as po en ial cus ome s. No wi hs anding se e al s udies explo ing Millennial
beha iou in he g een p oduc , a ew s udies on Millennial beha iou al in en ion in g een
plas ic p oduc s can be ound.
In con as , Gen Z has a limi ed conside able income a hei disposal (Acha ya, 2019).
This gene a ion sees he wo ld wi h many e o isms and wa s and, hus, hey end o con-
side ha inancial secu i y is an impo an issue (Robinson & Schänzel, 2019; Kha azish ili
e al., 2023). Pas s udies epo ha his young coho ends o be dissimila and less eco-
nomical compa ed o Millennials (Hao e al., 2019). Howe e , like Millennials, Gen Z is also
mo e associa ed o social media echnology (Allen & Spialek, 2018; Suha an o e al., 2021b).
While Millennials spen much o hei childhoods wi hou social media o sma phones, his
gene a ion is online cons an ly and he echnology has been in hei li es since hey we e
babies. P ipo as e al. (2017) epo ha Gen Z inclines o use echnology o help hem in
making a decision when shopping. Su p isingly, while Millennials end o shop online, Gen
Z cus ome s p e e o shop di ec ly om s o e (P ipo as e al., 2017). They like o eel and
see p oduc s in pe son o make su e hey a e buying some hing high-quali y. Di e en om
Millennials who end o be mo e op imis ic, Gen Z mo e p agma ic and ocus on some hing
new (P ipo as e al., 2017).
Gen Z ends o be mo e social jus ice-o ien ed han Millennials (Robinson & Schänzel,
2019). Thus, in ela ion o g een beha iou , Gen Z can s eng hen he i al ole o ecycling
p oduc s o lessen i s nega i e impac on he en i onmen (Suki & Suki, 2015). Such cha -
ac e is ic makes his gene a ion especially exci ing o he g een businesses ha a e ying
o in e ac e ec i ely wi h hem. P e ious s udies ha e explained ha his gene a ion is e y
suppo i e o en i onmen al p o ec ion e o s and hey a e mo e eage o belie e in new
hough s han he olde gene a ion (Tan e al., 2019). Al hough Gen Z ends o be mo e
sensi i e o en i onmen al issues (Tan e al., 2019), hei g een p oduc consump ion is small
due o hei limi ed income (Acha ya, 2019). Wi h hese unique cha ac e is ics, Acha ya (2019)
belie es ha his gene a ion will no ecei e he adi ional ma ke ing s a egy well. The e o e,
he de elopmen o s a egies on beha iou al in en ions owa ds g een plas ic p oduc s in
Gen Z is e y impo an as a basis o de eloping s a egies o help g een business manage-
men o sa is y his gene a ion.
2.2. Beha iou al in en ion owa ds g een plas ic p oduc s
Beha iou al in en ion is an impo an ac o in de e mining cus ome beha iou s because cus-
ome pe o mance is gene a ed h ough s ong indi idual in en ions in ca ying ou ce ain
beha iou s (Ajzen, 1991). Beha iou al in en ion, in g een p oduc con ex , is a endency o a
consume o exhibi a ce ain beha iou on g een p oduc s (Zhang e al., 2020). This in en-
ion, e e ed o g een loyal y in en ion by some esea che s (Ma akanon & Panjakajo nsak,
2017; Shapo al e al., 2018), is a signal o cus ome s’ o eseeable a i ude and beha iou in
u ilizing g een p oduc s. Al hough schola s sugges ha in en ion does no al e na e he
eal beha iou , howe e o p edic cus ome s’ g een pu chasing beha iou , his app oach
ela i ely app op ia e (Suha an o e al., 2021a; Zhang e al., 2020). An in en ion owa d a
Jou nal o Business Economics and Managemen , 2024, 25(4), 665–684 669
p oduc o se ice can be un a ou able o a ou able. Pas s udies (Kau ish & Sha ma, 2019;
Woo & Kim, 2019; Zhang e al., 2020) epo ha such in en ion o beha e consis s o he
in en ion o pu chase o epu chase, o p o ide a ecommenda ion, and o pu chase e en i
he p ice inc eases.
Ajzen (2005) p oposes he heo y o easoned ac ion p oposing ha pe sonal’s be-
ha iou is d i en by a i ude. C i ics ha e poin ed ou ha an indi idual does no ha e
ully con ol on his o he ee will and hus, lead o he ex ension o his heo y (Fishbein
& Ajzen, 2010). The ex ended heo y o planned beha iou pos ula es ha bo h a i ude
and beha iou al in en ion a e d i en by pe cei ed beha iou al con ol. A ecen de elop-
men in unde s anding cus ome beha iou al, schola s p oposed quali y-in en ion model
(Chand a e al., 2019; Suha an o e al., 2018) o p edic cus ome beha iou al in en ion.
This model, based on he cogni i e- a ional app oach, p oposes ha he quali y o he
p oduc o se ice is he key an eceden o beha iou al in en ion, pe cei ed alue, and
sa is ac ion (C onin e al., 2000). The a ionali y o his concep ual model is ha i quali y
is an assessmen o p oduc elemen s and assessmen o he p oduc expe ience showed
by pe cei ed alue; hen sa is ac ion is d i en by bo h o hem. Pas s udies, including in
he g een p oduc s sec o (Chaudha y & Bisai, 2018; Pahle i & Suha an o, 2020), con i m
ha quali y o he p oduc is a c ucial de e minan o alue, sa is ac ion, and in en ion.
Because his o e s help ul guidance o manage ial p ac ices, his model has been en-
o ced in he exis ing s udies (Chand a e al., 2019; Suha an o e al., 2018). Thus, adop -
ing he model o quali y-in en ion as he ounda ion o cla i ying beha iou al in en ion
in he g een plas ic p oduc s is easonable.
2.3. Sa is ac ion
Sa is ac ion owa ds a g een p oduc is a pe son’s eac ion a e pu chasing o using he
g een p oduc ; when cus ome s eel ha compa e o hei expec a ion, he p oduc pe -
o mance is be e , hey will eel sa is ied (Pahle i & Suha an o, 2020). Chen and Chan
(2013) s a e ha sa is ac ion owa d g een p oduc s is a cogni i e assessmen because o
a speci ic ansac ion ha e lec s consume engagemen o ecei e he bene i s o a g een
b and. Cus ome sa is ac ion owa ds a g een p oduc is a eeling ensuing ha a g een
p oduc is capable o ul il a cus ome need (Wang e al., 2018). Cus ome sa is ac ion is
associa ed wi h cus ome expec a ions and is in luenced by ac o s o which many o hem
a e beyond company con ol. When he company can ul ill hese expec a ions h ough i s
business s a egy, i will de elop cus ome us and in luence hei u u e beha iou (Dean
& Suha an o, 2019).
2.4. Pe cei ed quali y
Cu en li e a u e no es ha pe cei ed quali y o he p oduc is one o he impe a i e
ac o s in de e mining cus ome g een beha iou (Chen, 2010; Cheung e al., 2015). This
pe cei ed quali y indica es he g een p oduc ’s supe io i y as a esul o his o he in-
ol emen using he p oduc s (Sun e al., 2018). Li e a u e on g een p oduc s (Konuk,
2018; Pahle i & Suha an o, 2020) sugges s ha pe cei ed quali y a ec s a o ably on
bo h cus ome us and sa is ac ion. Nex , g een p oduc s udies e eal ha pe cei ed
quali y impac s cus ome in en ion by en o cing pe cei ed alue and le el o sa is ac ion
(Ma akanon & Panjakajo nsak, 2017; Suki & Suki, 2015). The eason o he implici in lu-
670 V. Ko al e al. Model o en i onmen al pe cep ions on alue o ecyclable p oduc s and i s e ec s on consume s...
ence o pe cei ed quali y on beha iou al in en ion is ha he quali y will impac pu chase
and in en ion o ecommend only i he p oduc mee s cus ome expec a ions. Thus, he
hypo heses ela ed o pe cei ed quali y in g een plas ic p oduc s on bo h Millennials and
Gen Z a e s a ed as ollows:
H1: Pe cei ed quali y has a posi i e and di ec e ec on sa is ac ion owa ds g een plas ic
p oduc s.
H2: Pe cei ed quali y has a posi i e and indi ec e ec on beha iou al in en ion owa ds
g een plas ic p oduc s.
2.5. Pe cei ed alue
The pe cei ed alue o a g een p oduc is a ela i e compa ison be ween he g een p oduc
bene i and he sca i ica ion o ob ain i (Woo & Kim, 2019). The bene i is he capabili y
o he p oduc o ul il cus ome s’ needs, while he sca i ica ion e e s o ime, ene gy, and
money o a ain he p oduc o se ice. The associa ions be ween cus ome in en ion, pe -
cei ed alue, and sa is ac ion in g een p oduc s ha e been assessed, indica ing a posi i e
ela ionship be ween hese a iables (Woo & Kim, 2019; Wu e al., 2015). Fu he , p e ious
s udies also epo ha pe cei ed alue could a ec a o ably on cus ome s’ in en ion o bo h
ecommend and epu chase he g een p oduc (Kau ish & Sha ma, 2019; Wu e al., 2015).
Thus, he hypo heses on he pe cei ed alue in g een plas ic p oduc s o bo h Millennials
and Gen Z a e de eloped as ollows:
H3: Pe cei ed quali y has a posi i e and di ec e ec on pe cei ed alue owa ds g een
plas ic p oduc s.
H4: Pe cei ed alue has a posi i e and di ec e ec on sa is ac ion owa ds g een plas ic
p oduc s.
H5: Pe cei ed alue has a posi i e and indi ec e ec on beha iou al in en ion owa ds g een
plas ic p oduc s.
2.6. T us
T us owa ds g een p oduc s deno es he cus ome con ic ion ha p oduce s who claim ha
hei p oduc s a e g een will eally ul il hei commi men s (Gup a e al., 2019). Re e ing o
his con en ion, a cus ome will us ha he p oduc is g een i he p oduce o e s e idence
ha he p oduc is en i onmen ally iendly. This eeling o us will help he cus ome o
comp ehend he in o ma ion abou he p oduc and o lessen he unce ain y associa ed wi h
he p oduc pu chasing p ocess. The G een T us model p oposed by Chen and Chan (2013)
sugges s ha us owa d g een p oduc s is de eloped mainly by g een pe cei ed quali y.
The subsequen s udies suppo his posi i e associa ion be ween us and pe cei ed g een
p oduc quali y (Konuk e al., 2015; Wang e al., 2018). A u he s udy in g een p oduc
adop ion (Cheung e al., 2015) sugges s ha cus ome in en ion is signi ican ly in luenced
by cus ome us . Consequen ly, he ollowing hypo heses o bo h Millennials and Gen Z
a e o mula ed as ollow:
H6: Pe cei ed quali y has a posi i e and di ec e ec on us owa ds g een plas ic p oduc s.
H7: T us has a posi i e and di ec e ec on sa is ac ion owa ds g een plas ic p oduc s.
Jou nal o Business Economics and Managemen , 2024, 25(4), 665–684 671
H8: T us has a posi i e and indi ec e ec on beha iou al in en ion owa ds g een plas ic
p oduc s.
The quali y-in en ion model (Chand a e al., 2019; C onin e al., 2000) sugges s ha sa -
is ac ion is he key de e minan o cus ome in en ion. Sa is ied cus ome s wi h a g een
p oduc will be encou aged o pu chase e en when i s p ice a ises and endo se he g een
p oduc o o he po en ial cus ome s. Pas s udies (Chen & Chan, 2013; Shapo al e al., 2018)
epo ha sa is ac ion signi ican ly in luences cus ome beha iou al in en ion owa d a g een
p oduc . Recen s udies in eco- iendly p oduc s epo ha cus ome sa is ac ion in luences
hei loyal y in en ion (Pahle i & Suha an o, 2020; Zhang e al., 2020). The e o e, his s udy
hypo hesizes he associa ion be ween sa is ac ion and in en ion o bo h Millennials and Gen
Z as ollows:
H9: Sa is ac ion has a posi i e and di ec e ec on beha iou al in en ion owa ds g een
plas ic p oduc s.
Figu e 1 depic s he beha iou al in en ion model owa ds g een plas ic p oduc s.
Figu e 1. The G een beha iou al in en ion model
3. Resea ch me hods
The magni ude o he a iables cons uc s used in p esen s udy e e s o he ex an li e a u e.
Reliable, excellen image, du able, p oduc sa e y, bes benchma ks, and p o essional (Cheung
e al., 2015; Konuk, 2018; Pahle i & Suha an o, 2020) we e employed o measu e pe cei ed
quali y. In his s udy, pe cei ed alue was gauged using h ee i ems adop ed om p e ious
s udies (Cheung e al., 2015; Konuk, 2018; Woo & Kim, 2019). Sa is ac ion wi h he g een plas-
ic p oduc s was assessed by h ee indica o s adop ing om (Suki, 2015; Zhang e al., 2020).
Fou indica o s we e employed o assess us owa ds g een plas ic p oduc s (Chen & Chan,
672 V. Ko al e al. Model o en i onmen al pe cep ions on alue o ecyclable p oduc s and i s e ec s on consume s...
2013; Cheung e al., 2015). Finally, pu chase in en ion was measu ed by he ecommend and
epu chase in en ion, as well as epu chase in en ion when he p ice o he p oduc a ises
(Wang, 2017; Wu e al., 2015). The assessmen o he cons uc indica o s employed a i e-
poin Like scale, “1: s ongly disag ee and 5: s ongly ag ee”. To a oid he ambigui y o he
e ms, he ques ionnai es (in Indonesian) we e pilo ed on 20 g een plas ic p oduc consume s.
This s udy conduc ed pu posi e sampling since i needed samples wi h ce ain cha ac-
e is ics ha mee he aim o his s udy. Fi s , he samples mus be millennials and Gen Z.
Second, esponden s mus be expe ienced in using g een plas ic p oduc s. Thi d, esponden s
possessed he assump ion and alue ha using ecycled plas ic is pi o al o en i onmen al
p ese a ion. Those c i e ia a e belie ed o gi e he igh esponses o he ques ionnai e in
his s udy. The da a we e collec ed om se e al ci ies in Indonesia (e.g., Jaka a, Bandung,
Su abaya, and Denpasa ) in Feb ua y 2020. Following pas s udies (Acha ya, 2019; Chaudha y
& Bisai, 2018), his s udy ocused on consume s age 25 o 35 (Millennials) and 18 o 24 yea s
old (Gen Z). The sel - es ain ques ionnai es we e deli e ed o esponden s in ci y plazas,
pa ks, and uni e si ies. To make ce ain ha po en ial esponden s me he c i e ia, he e-
sponden s we e asked abou hei age and whe he hey had pu chased g een plas ic p od-
uc s be o e asking hem o pa icipa e in he su ey. This p ocess esul s in 602 pa icipan s
and 551 ques ionnai es we e collec ed o analysis. Wi h his sample, i passed he equisi e
o he da a (a minimal en imes o he i ems) as explained by Chin e al. (2008). This s udy
used 22 indica o s.
Fo es ing he hypo heses de eloped, his s udy commissioned a iance-based pa ial
leas squa es (PLS-SEM), Sma PLS 3. The PLS-SEM was u ilized conside ing his s udy pu -
pose o assess he linkage be ween he cons uc s and o judge hei p edic i e powe on
endogenous a iables. Fi s , o examine he p oposed esea ch model, PLS-SEM has so dis-
ibu ion assump ions, a p edic i e-o ien ed na u e, a complex model na u e (using i s and
second o de ), and ease o model speci ica ion (Hai e al., 2017). Second, PLS-SEM enables
he simul aneous abili y o handle mul iple in e dependence ela ionships p esen ed by un-
obse able concep s wi h any s a is ical e iciency. Thi d, he usage o he boo s ap me hod
will allow o de e mining he signi icance le el o loadings, pa h coe icien s, and weigh s
(A sawan e al., 2024). Thus, as in essence his s udy alida es he beha iou al in en ion model
on g een plas ic p oduc s and he da a a e ailed o be judged as no mally dis ibu ed da a,
assessing he beha iou al in en ion model owa ds g een plas ic p oduc s by using SEM-PLS
is app op ia e (Hai e al., 2017). Fu he , as his is a compa a i e s udy, he compa a i e
analysis was conduc ed by employing a mul i-g oup analysis based on he p oposed model
be ween Millennial and Gen Z samples.
4. Resul s and discussion
O 551 esponden s collec ed, 314 a e Millennials and 237 a e Gen Z. Table 1 illus a es he
esponden ’s cha ac e is ics. F om he gende aspec , he composi ion o millennials and Gen
Z ends o be balanced, indica ing an un a ying unde s anding o he signi icance o en i-
onmen al p ese a ion. Fu he mo e, employmen is domina ed by 214 (Millennials) and 171
(Gen Z) s uden s, ollowed by employees, en ep eneu s, homemake s, and o he s, signi ying
ha en i onmen al p ese a ion s a s om school. The a e age income is p edominan ly <3
million (233/Millennial and 175/Gen Z), which becomes a challenge o companies o ake
in o accoun , gi en ha ecycled plas ic is mo e expensi e han egula plas ic (Leal Filho
e al., 2019).
Jou nal o Business Economics and Managemen , 2024, 25(4), 665–684 679
Til o d, 2018). Wi h hese cha ac e is ics, Millennial migh expec a high alue o a p oduc
hey bough (He ando e al., 2019). As o Gen Z, as hey a e mo e p agma ic and mo e on
inno a ion (P ipo as e al., 2017); consequen ly, hey al eady expec buying some hing o
high-quali y a he han a medioc e p oduc (Haddouche & Salomone, 2018; Hoxha & Ze-
qi aj, 2019). F om a heo e ical pe spec i e, hese indings o e e idence on he gene a ional
coho heo y (Ingleha , 1977), sugges ing ha young adul cus ome s can be classi ied
in o Millennial and Gen Z coho s. Fu he , hese indings suppo a p e ious belie (Hoxha
& Zeqi aj, 2019; P ipo as e al., 2017; Robinson & Schänzel, 2019), ha hese di e ences
be ween he gene a ions bea many simila i ies, al hough hey a e no iden ical. They bea
some simila i ies in hei a i udes and beha iou .
6. Manage ial implica ion
This s udy has some implica ions o he g een plas ic business in Asia, especially in Indonesia.
Fi s , his s udy e eals he c ucial ole o alue as an essen ial ac o in in luencing Millennial
sa is ac ion wi h g een plas ic p oduc s. Thus, o sa is y he Millennial, g een plas ic manage s
need o o e g een plas ic p oduc s wi h high alue. This esul implies ha g een plas ic
manage s need o a ange s a egies o make su e ha he alue added hey ecei e is mo e
han wha hey ha e paid. Millennials ha e a s ong sense o independence, success-d i en,
and communi y-minded. As g een p oduc o e s bene i s o cus ome s, en i onmen , and
communi y, g een plas ic manage s should educa e Millennial h ough hei ma ke ing com-
munica ion campaign by highligh ing he bene i o consuming g een plas ic p oduc s. The
message o con ince Millennials can be ha he p oduc s a e p omising o building a g een-
e , cleane , and heal hie en i onmen e en hough i s p ice is highe han he con en ional
ones. As Millennials a e educa ed, p o iding e idence o hese bene i s om esea ch-based
ac s a he han on pe cep ional based message is ecommended.
Second, his esea ch no es he impo an unc ion o pe cei ed quali y in in luencing Gen
Z sa is ac ion. As his gene a ion ends o ha e limi ed income and is sensi i e o en i onmen-
al issues (Tan e al., 2019; D igun e al., 2022a, 2022b), his inding unde lines he impo an
o ha ing a high-quali y p oduc in o de o he manage s o g een plas ic p oduc s o
sa is y hei Gen Z cus ome s. To p o ide assu ance ha he g een plas ics is us wo hy and
bene icial o cus ome s, en i onmen , and communi y as a whole, he manage s mus label
hei p oduc s wi h g een ce i ica ion and en i onmen - iendly asse ions (Sume s e al.,
2022; Solo io a e al., 2022). Nex , he g een plas ic p oduc manage s should ensu e ha
hei p oduc s a e a leas as good as con en ional plas ic. Thus, con inuous inno a ion o he
g een plas ic p oduc will p o ide a sign o quali y p oduc and make i mo e a ac i e om
Gen Z. Nex , ela ed o his gene a ion limi ed income, i is impo an o c ea e a o dable
p oduc s (e.g. small size) o ca e he Gen Z’s needs and income. Al hough a p esen hei
income is limi ed, sa is ying hei needs is impo an o he u u e business o g een plas ic
p oduc s.
Thi d, he ad ance p oduc ion echnology can c ea e a be e g een plas ic p oduc wi h
less cos . Howe e , compa ed o con en ional plas ic, his plas ic is s ill signi ican ly expensi e.
A head- o-head compe i ion be ween he con en ional and he g een plas ic wi hou an in-
e e ence om he go e nmen will be di icul . Rela ed o he highe p ices o g een plas ic
p oduc s caused by p oduc ion cos , he go e nmen needs o c ea e policies ha suppo
o g een plas ic p oduc s. Fo ins ance, o inc ease g een plas ic p oduc compe i i eness,
he go e nmen could p o ide ax incen i es o g een plas ic p oduc s. This policy, besides
680 V. Ko al e al. Model o en i onmen al pe cep ions on alue o ecyclable p oduc s and i s e ec s on consume s...
inc easing he g een plas ic demand, can also indi ec ly educe gas emissions due o less
con en ional plas ic consump ion.
7. Conclusions
The e a e h ee conclusions ha can be d awn om his s udy. Fi s , a model o beha -
iou al in en ion owa ds plas ic p oduc s using pe cei ed quali y, pe cei ed alue, us
and sa is ac ion as d i e s o beha iou al in en ion among Millennial and Gen Z cus ome s
shows ha he model is app op ia e. These esul s imply ha pe cei ed quali y, pe cei ed
alue, and us will lead o sa is ac ion and, subsequen ly, inc ease Millennials’ and Gen
Z’s in en ions o pa onize, epu chase, and epu chase e en when he p ice o en i on-
men ally iendly plas ic p oduc s inc eases. Second, his s udy shows he impo an ole o
cus ome sa is ac ion in de e mining hei u u e beha iou al in en ions owa ds en i on-
men ally iendly plas ic p oduc s. In o he wo ds, Millennials and Gen Z’s sa is ac ion wi h
en i onmen ally iendly plas ic p oduc s is he main ac o in luencing u u e in en ions,
bo h in e ms o epu chase, ecommending, and epu chasing e en when he p ice ises.
Finally, in addi ion o iden i ying se e al simila i ies be ween Millennials and Gen Z, his
s udy e eals di e ences pe spec i e be ween he gene a ions in e ms o hei sa is ac ion
wi h en i onmen ally iendly plas ic p oduc s. Fo Millennials, hei sa is ac ion, apa om
being d i en by us , is also mo i a ed by pe cei ed alue, bu no by p oduc quali y.
Meanwhile, Gen Z is mo e p agma ic and inno a es mo e, hey hope o buy some hing o
high quali y a he han medioc e p oduc s.
8. Limi a ion and u u e esea ch
This esea ch p o ides an impo an inding on he g een beha iou al in en ion model om
he pe spec i e o Millennial and Gen Z, al hough his s udy bea s se e al d awbacks. The
Millennial and Gen Z da a we e ga he ed om Indonesia and hus, his s udy indings migh
no be alidly simpli ied o o he Millennials and Gen Z cus ome s a ound he wo ld. To in-
c ease he gene al applicabili y o hese indings, u u e s udies may be conduc ed on hese
gene a ions in o he egions and coun ies a ound he wo ld. Such s udies may inco po a e a
c oss-cul u al s udy o e alua e he dis inc ion cons uc ed on gene a ion’s cul u es. Fu he ,
his s udy p edic s beha iou al in en ion including quali y, alue, us , and sa is ac ion as
he d i e s. The da a analysis esul s e eal ha he e a e addi ional ac o s ha po en ially
in luence cus ome in en ion, such as cus ome mo i a ion, image, and pe cei ed isk. Fu u e
s udies can in eg a e hese impo an cons uc a iables in he g een beha iou al in en ion
model. Las ly, as he e a e se e al ypes o g een p oduc s, he p oposed g een beha iou al
in en ion model can be examined in o he p oduc s such as g een oods as well as se ices
such as g een anspo and g een accommoda ion.
Au ho con ibu ions
Dwi Suha an o, Vik o Ko al and I Wayan Edi A sawan we e esponsible o li e a u e e iew,
da a collec ion, da a analysis, and w i ing o i s d a o he a icle. Fa ya Al y Amalia, Halyna
K ysh al and Vik o iia Udo ychenko we e in cha ge o da a collec ion, w i e he las d a o
a icle.
Jou nal o Business Economics and Managemen , 2024, 25(4), 665–684 681
Disclosu e s a emen
Au ho s decla e ha hey do no ha e any compe ing inancial, p o essional, o pe sonal
in e es s om o he pa ies.
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