This particular study examines the influence of green brand positioning (GBP),
attitude toward green brand (ATGB), green brand knowledge (GBK), green
perceived quality (GPQ), and green perceived utility (GPU) to green purchase
intention (GPI) toward Super Indo’s eco-friendly reusable shopping bag amongst
Generation Z in Indonesia. As environmental issue does not seem to be slowing
down, many start to shift their consumer behaviour to a more sustainable products
which eventually push business industries to also shift into green practices, no
exception for the retail store industry where this research set the object to Super
Indo’s eco-friendly reusable shopping bag. Using Theory of Reasoned Action
(TRA) and Perceived Value Theory (PVT), this research used quantitative method
and analysed input from 206 respondents from distributed online survey through
SmartPLS 4. The finding resulted that only attitude toward green brand (ATGB),
green brand knowledge (GBK), and green perceived quality (GPQ) that impact
green purchase intention (GPI) toward the object of the study. The study aims to contribute to the uncommon studies related to green marketing approach to Gen Z
in Indonesia within the retail store industry, which offers deeper understanding and
insight for business practitioners in order to actualize green marketing practices.