Proceedings

Millennial and Gen Z Acceptance Towards Green Marketing Advertisement of Bodywash Products: A Case Study Using the Brand Yagi

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In recent years, a number small and medium-sized businesses selling eco-friendly and sustainable products in Indonesia have started as the result of increasing demand from generations Y and Z. Known for their “digital savvy” attitude and synonymous with social media usage, many of these businesses use social media sites,such asInstagram, to initiate “green marketing” activities promoting their products to the generation Y and Z target markets. One example is the company Yagi Forest that sells soaps, shampoos, and lotions made using local sustainable ingredients. Using the Theory of Planned Behavior (TPB) and modeled using structural equational modeling (SEM), this paper seeks to examine the factors that generate the acceptance of social media green marketing by Yagi Forest on Instagram towards their target consumers. More precisely, it focuses on whether the effects of environmental consciousness, persuasion from key opinion leaders(KOI), or the overall quality of their posts contribute towards their green marketing acceptance. The results aim to help current and future entrepreneurs of eco-friendly products, primarily those selling or willing to sell soap, shampoos, and lotionsthe behaviorsthatshape the acceptance of green marketing acceptance on Instagram for them to leverage for their business.

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Availability

Detail Information

Series Title

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Call Number

MBM 23-001

Publisher

i3L, Jakarta : i3L, Jakarta., 2023

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Instagram Green Marketing
Marketing Acceptance
Millennial
Gen Z
Theory of Planned Behaviour

Specific Detail Info

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Statement of Responsibility

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