Green Marketing and The Milennial Consumer

Understanding Sustainability-Driven Purchase Behavior

Abstract

This study investigates the determinants of green purchasing behavior among millennial consumers in Southeast Sulawesi, Indonesia, by extending the Theory of Planned Behavior (TPB) with Environmental Self-Identity, Trust in green claims, and Social Media influence. A quantitative survey was conducted with 150 millennial respondents, and data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that Attitude, Subjective Norm, and Perceived Behavioral Control (PBC) significantly influence Green Purchase Intention, while Environmental Self-Identity, Trust, and Social Media play critical roles in bridging the intention–behavior gap. PBC showed strong effects on intention but a weaker impact on actual behavior, highlighting the influence of structural barriers such as price and product accessibility. Furthermore, Trust mediated the relationship between Social Media and Green Purchase Intention, and Environmental Self-Identity strengthened consistency between intention and actual behavior. These findings provide both theoretical and practical implications, suggesting that sustainable marketing strategies should integrate value-based messaging, enhance consumer trust, and leverage social media to foster actual green purchasing behavior among millennials in emerging markets.