THE IMPACT OF ECO-FRIENDLY CAMPAIGNS ON GENERATION Z'S PURCHASE DECISIONS ON E-COMMERCE PLATFORMS: A STUDY IN PONOROGO
DOI:
https://doi.org/10.54783/v616hb91Keywords:
Generation Z, e-commerce, eco-friendly campaigns, Islamic consumption ethics, sustainable consumptionAbstract
The development of e-commerce in the last ten years has changed consumer behavior, especially Generation Z who have an involvement in environmental and social issues. Eco-friendly campaigns, such as Tokopedia Hijau and Easy Green, aim to encourage sustainable consumption on e-commerce platforms. This study explores the extent to which the campaign influences Generation Z's purchasing decisions in Ponorogo while assessing its conformity with consumption ethics in Islam, which includes the principles of justice ('adl), simplicity (zuhd), and social responsibility (mas'uliyyah) through a thematic approach that links the findings to the Theory of Planned Behavior. Qualitative research methods through observation and semi-structured interviews with respondents aged 17–25 years, with a focus on Gen Z's response in response to eco-friendly campaign elements such as "eco-friendly" labels, green product category features, sustainable incentives, and sustainability narratives displayed in e-commerce applications. The results show that even though campaigns increase awareness and moral engagement, purchasing decisions are still influenced by price, accessibility, and product appeal. In addition, the campaign still lacks transparency and tends to be individualistic, so it is not fully aligned with the ethical values of Islamic consumption. These findings emphasize the need for a more holistic and ethical campaign strategy to encourage sustainable consumption.
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