Abstract

This study examines the determinants of Generation Z’s purchase intention for environmentally friendly public transportation in Indonesia, a mode of transport that continues to experience suboptimal ridership. We investigate the effect of consumers’ awareness of green product attributes and operational processes, as well as their exposure to green promotions, on green brand sustainability and, subsequently, on green purchase intention. The study involved 400 Generation Z respondents aged 19 years or older residing in Jakarta, Indonesia. Data were analyzed using Structural Equation Modeling (SEM) with LISREL11.0. The results show that green product awareness, green process awareness, and green promotion exposure significantly influence green brand sustainability, explaining 69 percent of its variance, with green product awareness being the most dominant predictor. Furthermore, green purchase intention is significantly shaped by these antecedents and green brand sustainability, collectively explaining 84 percent of its variance. The findings demonstrate that strengthening environmental awareness across product attributes, operational processes, and promotional communication can substantially increase Generation Z’s intention to use sustainable public transportation. This study extends the research on green consumer behavior and provides strategic insights to strengthen sustainability in the public transportation sector.

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