Issue

Vol. 12 No. 2 (2025): December

Date Log

Submitted
8 May 2025
Accepted
22 September 2025
Published
29 September 2025

Copyright (c) 2025 Soepatini Soepatini, Bintang Kharisma Putra , Rullynta Siska Suryandari , Rini Kuswati (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Green Marketing Mix and Environmental Knowledge: Shaping Gen Z and Millennials’ Sustainable Furniture Intentions

https://doi.org/10.24252/minds.v12i2.56692
Soepatini Soepatini
Universitas Muhammadiyah Surakarta, Indonesia
Bintang Kharisma Putra
Universitas Muhammadiyah Surakarta, Indonesia
Rullynta Siska Suryandari
Universitas Muhammadiyah Surakarta, Indonesia
Rini Kuswati
Universitas Muhammadiyah Surakarta, Indonesia

Corresponding Author(s) : Soepatini Soepatini

[email protected]

Jurnal Minds: Manajemen Ide dan Inspirasi, Vol. 12 No. 2 (2025): December

Abstract

This study investigates how Indonesian Gen Z and millennials’ purchase intentions for green furniture from Ace Hardware, IKEA, Informa, KANA Furniture, and Uwitan are shaped by the green marketing mix—product, price, place, and promotion. Its academic contribution lies in integrating environmental knowledge as a boundary condition into the marketing mix framework while embedding a skepticism-based perspective, thereby clarifying when specific green signals succeed or fail. A quantitative survey of 256 respondents was analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS. Findings indicate that green promotion, place, and price significantly influence purchase intentions, whereas green product does not. Environmental knowledge moderates the link between green product and place, suggesting its importance in sustainable consumption. This study advances green marketing scholarship by addressing the tension between persuasion and skepticism. Practically, it guides firms to build credibility and communicate sustainability initiatives more effectively to young consumers in emerging markets.

Keywords

Environmental knowledge Green marketing mix green product green price green place green promotion purchase intention
Soepatini, S., Putra , B. K., Suryandari , R. S., & Kuswati, R. (2025). Green Marketing Mix and Environmental Knowledge: Shaping Gen Z and Millennials’ Sustainable Furniture Intentions. Jurnal Minds: Manajemen Ide Dan Inspirasi, 12(2), 575–588. https://doi.org/10.24252/minds.v12i2.56692
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Author Biographies

Soepatini Soepatini, Universitas Muhammadiyah Surakarta
Management Department, Faculty of Economics and Business
Bintang Kharisma Putra , Universitas Muhammadiyah Surakarta
Management Department, Faculty of Economics and Business
Rullynta Siska Suryandari , Universitas Muhammadiyah Surakarta
Management Department, Faculty of Economics and Business
Rini Kuswati, Universitas Muhammadiyah Surakarta
Management Department, Faculty of Economics and Business
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