Gen Z Awareness of Green Marketing Among Graduate Students
DOI:
https://doi.org/10.47747/icbem.v2i2.2669Abstract
Generation Z's awareness of the green concept Marketing is an important factor in encouraging sustainability and changes in consumption patterns that are more environmentally friendly. This study aims to analyze the extent to which postgraduate students are aware of green marketing and how factors such as information, social media, and personal preferences influence their decisions in choosing sustainable products. Using a qualitative approach with a case study method, this study involved in-depth interviews with postgraduate students who have understanding and experience related to green marketing. The results of the study indicate that although Generation Z has a high awareness of environmental issues, their purchasing decisions are still influenced by price and product availability. In addition, digital marketing and social media play an important role in increasing consumer awareness and engagement with environmentally friendly products. The implications of this study provide insights for companies to further optimize green marketing strategies by adjusting prices, consumer education, and information transparency to increase customer loyalty.
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