From Digital Engagement to Sustainable Purchase Intention: The Roles of Trust and Environmental Awareness Among Gen Z
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Abstract
This study investigates the purchasing behavior of Generation Z consumers in the context of online shopping by examining the roles of digital engagement and trust in shaping sustainable purchase intention, while considering environmental awareness as a moderating factor. The proposed conceptual framework is grounded in the Stimulus–Organism–Response (S-O-R) theory, where digital engagement represents the external stimulus, trust reflects the consumer's internal psychological state, and sustainable purchase intention constitutes the resulting behavioral response. The study uses a quantitative approach through a survey with a purposive sampling technique among Gen Z respondents aged 14–29 years who actively use social media every day and have an online shopping experience. Data were collected using an online questionnaire and analyzed with Partial Least Squares-Structural Equation Modeling (PLS-SEM) via SmartPLS to test the validity and reliability of the construct as well as direct path testing, mediation, and moderation. The results of the study show that the hypotheses in this study are all supported. This research is expected to make a theoretical contribution in the form of strengthening the S-O-R model in the context of sustainable consumption in the digital era, as well as a practical contribution for companies in designing digital communication strategies that not only increase engagement but also build trust and strengthen sustainable purchasing intentions in the Gen Z segment.
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