GREEN MARKETING AS AN IMPLEMENTATION OF INCREASING BUYING DECISIONS OF GENERATION Z IN MEDAN CITY

Nel Arianty

Abstract


This study aims to analyze the application of green marketing strategies to the purchase decisions of generation Z at El's Coffee and Sushi Tei Medan, Medan City. Generation Z, who is known to have a high awareness of environmental issues, is increasingly inclined to choose environmentally friendly products in their purchasing decisions. Green marketing, which focuses on promoting products with sustainability and environmental preservation values, is expected to improve the purchasing decisions of these young consumers. This study concludes that green marketing can be an effective strategy in increasing the loyalty and purchase decisions of Generation Z in both restaurants. Therefore, companies need to develop and strengthen their commitment to sustainability to attract more young consumers and increase competitiveness in a market that is increasingly concerned with environmental issues.


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DOI: https://doi.org/10.3059/insis.v0i0.23758

DOI (PDF): https://doi.org/10.3059/insis.v0i0.23758.g13079

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