Eco-label, environmental concern, and green purchase behavior: A perspective of Gen-Z on eco-friendly cement

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Putri Rahmi Mardius
Sulastri Sulastri
Muchsin Saggaf Shihab
Yuliani Yuliani


The research aims to examine the effect of eco-label on green purchase behavior (GPB) mediated by environmental concerns (EC). Moreover, this testing of the related impact is based on the perception of four hundred and eleven people from Generation Z becoming the samples, taken by purposive sampling technique. Furthermore, their responses are captured by survey distributing questionnaires and analyzed by the structural equation model based on a partial least square. Once testing the hypotheses, this study demonstrates a positive influence of eco-label on GPB and EC. This positive sign also exists in the association between EC and GPB. Hence, the mediation effect of EC is proven. Based on this evidence, marketers setting Generation Z as their target should promote their goods: cement, based on eco-label, and place their products at easily identified locations.


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Mardius, P. R., Sulastri, S., Shihab, M. S., & Yuliani, Y. (2023). Eco-label, environmental concern, and green purchase behavior: A perspective of Gen-Z on eco-friendly cement. Jurnal Manajemen Maranatha, 22(2), 193–202.


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