Pengaruh Environmental Knowledge dan Environmental Attitude Terhadap Pro-Environmental Purchasing Behaviour (Sebuah Study Tentang Perilaku Konsumen Gen Z)

Penelitian ini dilakukan untuk menguji pengaruh environmental knowledge, environmental attitude, terhadap pro-environmental purchasing behaviour pada konsumen GenZ. Metode penelitian yang digunakan dalam penelitian ini adalah metode penelitian deskriptif kuantitatif dan analisis regresi linier terhadap 301 responden yang masuk dalam kategori GenZ (generasi pasca milenial). Temuan penelitian ini yaitu pertama adanya pengaruh yang positif dan signifikan antara Environmental Knowledge (EK) terhadap Pro-environmental purchasing behaviour (PPB), kedua adanya pengaruh yang positif dan signifikan antara Environmental attitude (EA) terhadap Pro-environmental purchasing behaviour (PPB) dan yang ketiga adanya pengaruh yang positif dan signifikan antara environmental knowledge (EK) terhadap environmental Attitude (EA). Temuan selanjutnya menunjukah bahwa media sosial seperti FB, IG, twitter, WA, dll memiliki pengaruh yang besar terhadap pemahaman, sikap dan perilaku remaja yang berdasarkan pada isu-isu lingkungan. Pengetahuan yang memadai tentang isu-isu lingkungan hidup akan membawa dampak positif terhadap kelestarian lingkungan dan keanekaragaman hayati. Penulis menemukan bahwa GenZ bersedia untuk mengkampanyekan program-program pro-lingkungan hidup.Kata Kunci: Konsumsi Berkelanjutan, GenZ, Perilaku Pembelian Pro-Lingkungan, Pengethauan Lingkungan, Sikap Lingkungan. Abstract This study aim to investigate and examine the effect of environmental knowledge and environmental attitudes toward pro-environment buying behavior. The method that used in this research is descriptive quantitative research method and linear regression analysis of 301 respondents who fall into the GenZ category. The findings of this study are first, there is a positive and significant influence between Environmental Knowledge (EK) on Environmental Purchasing Behavior (PPB), second there is a positive and significant influence between Environmental Attitudes (EA) on Environmental Purchasing Behavior (PPB) and third is the influence positive and significant relationship between environmental knowledge (EK) and Environmental Attitude (EA). Further findings show that social media such as FB, IG, twitter, WA, etc. have a great influence on the understanding, attitudes and behavior of young adults based on environmental issues. Sufficient knowledge about environmental issues will have a positive impact on environmental sustainability and biodiversity. In addition, it is also stated, the authors of this research found that GenZ offers to campaign for pro-environmental programs.Keywords: Environmental Knowledge, Environmental Attitudes,Pro-environment Buying Behavior, Sustainable Consumption and Gen