Exploring The Impact of Green Knowledge and Packaging on Consumer Purchase Intentions

Fakih Rohmandani; Sari Widati; Barykin Sergey

doi:10.55980/esber.v4i2.406

Authors

Fakih Rohmandani Universitas Veteran Bangun Nusantara, Sukoharjo, Indonesia
Sari Widati Universitas Veteran Bangun Nusantara, Sukoharjo, Indonesia
Barykin Sergey Peter the Great St.Petersburg Polytechnic University, St Petersburg, Russia Federation

DOI:

https://doi.org/10.55980/esber.v4i2.406

Keywords:

Green Knowledge , Green Packaging , Purchase Intention , Millenial Generation , Z Generation

Abstract

Growing environmental concerns have increased attention to sustainable consumption, yet inconsistencies remain in how cognitive and tangible factors shape consumer purchase intentions. This study aims to examine the effects of green knowledge and green packaging on consumer purchase intention among Millennials and Generation Z in Solo. This research employs a quantitative, cross-sectional design to examine relationships among variables at a single point in time. Data were collected from 155 respondents via structured questionnaires and analysed using multiple linear regression in SPSS. The results indicate that green packaging has a positive and significant effect on purchase intention, reflecting the importance of tangible product attributes in shaping consumer decisions. In contrast, green knowledge shows no significant effect, suggesting that cognitive awareness alone does not necessarily translate into purchasing intention. These findings imply that companies should prioritise the development of environmentally friendly packaging as a strategic tool to enhance consumer interest and trust. This study contributes to the literature by highlighting the gap between knowledge and behaviour and by emphasising the stronger role of visible product attributes in influencing sustainable consumption decisions.

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