Study on Mineral Product Consumers in Indonesia: The Impact of Green Products, Word of Mouth, and Environmental Values on Purchase Decisions of Generation Z (Study on Consumers of Le Mineral Products in Indonesia)

The goal of this study is to ascertain how Generation Z customers of Le Mineral goods in Indonesia respond to green products, word-of-mouth, and environmental ideals. Explanatory research using quantitative approaches is the type of research used in this study. The SPSS V.25 test tool was utilized for data analysis and multiple linear regression approaches. The T test, F test, and R2 test are used in the test. strategies for gathering data via a questionnaire 385 Generation Z customers of Le Mineral goods in Indonesia made up the sample. The study's findings indicate that factors such as word-of-mouth, environmental values, and green products have a substantial impact on Generation Z's purchasing preferences. Green products, word-of-mouth, and environmental values all play a big role in Generation Z's decision-making. The new findings of this study relate to environmental values that can affect Generation Z's choice to buy products that are green.