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This study investigates the determinants of green consumer behavior among Generations X, Y, and Z in Indonesia, focusing on the restaurant, fashion, and hotel sectors. It finds that self-identity, knowledge, and environmental concern significantly influence green purchase intentions, while peer influence does not have a significant effect across all generations. The research highlights the importance of generational differences in shaping consumer behavior towards environmentally friendly products, aiming t

Author

daiduong.huynh3005

Language

EN