Pengaruh Green Product Innovation Dan Green Price Terhadap Sustainable Consumption Melalui Lifestyle Gen Z Sebagai Variabel Moderasi Pada Konsumen The Body Shop Di Kota Malang

Abstract

Abstract

This study was conducted to analyze the influence of green product innovation and green price on sustainable consumption, with Gen Z lifestyle as a moderating variable. The research was carried out on consumers of The Body Shop products in Malang City using a quantitative approach. The sample consisted of 75 respondents selected through proportional sampling techniques. Data analysis was performed using SmartPLS version 4.1.1.3. The results showed that green product innovation had a significant effect on sustainable consumption, and green price also had a significant effect on sustainable consumption. The moderation test indicated that the Gen Z lifestyle negatively moderates the relationship between green product innovation and sustainable consumption, and positively moderates the relationship between green price and sustainable consumption.

Keywords: Green Product Innovation, Green Price, Sustainable Consumption, Gen Z Lifestyle.