The Influence of Perceived Country Origin of Green Products Towards Generation Z: Local vs. Global

Renny  Christiarini; Desi Pratama; Edy Yulianto  Putra

doi:10.24123/jeb.v5i3.6878

Renny Christiarini University International Batam, Indonesia
Desi Pratama University International Batam, Indonesia
Edy Yulianto Putra University International Batam, Indonesia

DOI: https://doi.org/10.24123/jeb.v5i3.6878

Abstract Views: 61 times

PDF Downloads: 41 times

Keywords: Green Products, Local Brand, Global Brand, Generation Z, International Business

Abstract

Purpose: This study aims to understand better the perception of the country of origin of green products towards the Generation Z population between local and global brands. This study also serves as a reference for future studies or research on how the influence of perception can determine the weight of how the Generation Z population views and potentially buy an environmentally friendly product between local and global brands.

Method: This study uses primary data collected through questionnaires and distributed to the population of Generation Z from the island of Batam, with 376 valid respondents. Indicators from Partial Least Square-Structural Equation Modelling (PLS-SEM) were used to analyze how Local Brands and Global Brands can influence the perception of Green Products from the view of the Country of Origin from the Generation Z population.

Result: The results of this study have practical implications, suggesting that the variables used in this study have a positive influence and are significant. For instance, Perceived Brand Globalness (PBG) and Perceived Brand Localness (PBL) have a positive and significant nature toward Brand Stereotype Warmth and Competence. Brand Stereotype Warmth and Competence also positively and significantly affect Perceived Value. Perceived Value also has a positive and significant nature towards Purchase Intentions. These findings are not only insightful but also relevant and applicable to the field of consumer behavior and green products.

Downloads

Download data is not yet available.

References

Abdul, B. (2021). Sample Size Determination Using Krejcie and Morgan Table. 10.13140/RG. 2.2. 11445.19687. February. https://doi.org/10.13140/RG.2.2.11445.19687

Baek, W. Y., Kim, K., Kim, D. H., & Byon, K. K. (2020). The impacts of the perceived golf course brand globalness on customer loyalty through multidimensional perceived values. Sustainability (Switzerland), 12(3). https://doi.org/10.3390/su12030978

Bourdin, D., Halkias, G., & Makri, K. (2021). The compensatory influences of country stereotypes and the global/local nature of brands: An extended framework. Journal of Business Research, 137(October 2020), 28–38. https://doi.org/10.1016/j.jbusres.2021.08.020

Christiarini, R., & Rosha, C. (2022). Analisis Faktor-Faktor yang Mempengaruhi Niat Beli Generasi Z pada Pakaian Bermerek di E-commerce. SEIKO : Journal of Management & Business, 4(3), 427–440. https://doi.org/10.37531/sejaman.v4i3.2640

Clorina, J., & Laulita, N. B. (2023). K-Beauty Craze in Indonesia: A Study of Consumer Purchase Intentions. Jurnal Ilmiah Poli Bisnis, 15(2), 1. https://ejournal2.pnp.ac.id/index.php/jipb

Coelho, F. J. F., Bairrada, C. M., & de Matos Coelho, A. F. (2020). Functional brand qualities and perceived value: The mediating role of brand experience and brand personality. Psychology and Marketing, 37(1), 41–55. https://doi.org/10.1002/mar.21279

Crisafulli, B., Dimitriu, R., & Singh, J. (2020). Joining hands for the greater good: Examining social innovation launch strategies in B2B settings. Industrial Marketing Management, 89(July), 487–498. https://doi.org/10.1016/j.indmarman.2019.11.012

Curvelo, I. C. G., Watanabe, E. A. de M., & Alfinito, S. (2019). Purchase intention of organic food under the influence of attributes, consumer trust and perceived value. Revista de Gestao, 26(3), 198–211. https://doi.org/10.1108/REGE-01-2018-0010

D. Tighe. (2023). Degree to which consumers’ purchasing behavior and choices shifted towards buying more sustainable products over the past five years worldwide in 2022. https://www.statista.com/statistics/1377869/global-shift-to-buying-sustainable-products/#statisticContainer

DAM, T. C. (2020). Influence of Brand Trust, Perceived Value on Brand Preference and Purchase Intention. Journal of Asian Finance, Economics and Business, 7(10), 939–947. https://doi.org/10.13106/jafeb.2020.vol7.no10.939

Davvetas, V., & Halkias, G. (2019). Global and local brand stereotypes: formation, content transfer, and impact. International Marketing Review, 36(5), 675–701. https://doi.org/10.1108/IMR-01-2018-0017

Dewi, R. D. (2022). PENGARUH HARGA, KERAGAMAN PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA GOSTORE (Study kasus pada Online Shop Yoruskin Store). 23–36.

Dong, L. C., & Yu, C. (2020). Globalization or Localization: Global Brand Perception in Emerging Markets. International Business Research, 13(10), 53. https://doi.org/10.5539/ibr.v13n10p53

Farrugia, B. (2019). WASP (write a scientific paper): Sampling in qualitative research. Early Human Development, 133, 69–71. https://doi.org/10.1016/j.earlhumdev.2019.03.016

First Insight.Inc. (2020). THE STATE OF CONSUMER SPENDING: GEN Z SHOPPERS DEMAND SUSTAINABLE RETAIL. https://www.firstinsight.com/white-papers-posts/gen-z-shoppers-demand-sustainability

First Insight.Inc. (2021). Gen Z Influencing All Generations to Make Sustainability-First Purchasing Decisions. November. https://www.firstinsight.com/white-papers-posts/gen-z-influencing-all-generations-to-make-sustainability-first-purchasing-decisions

Fiske, S. T. (2018). Stereotype Content: Warmth and Competence Endure. Current Directions in Psychological Science, 27(2), 67–73. https://doi.org/10.1177/0963721417738825

Gidaković, P., Szőcs, I., Diamantopoulos, A., Florack, A., Egger, M., & Žabkar, V. (2022). The Interplay of Brand, Brand Origin and Brand User Stereotypes in Forming Value Perceptions. British Journal of Management, 33(4), 1924–1949. https://doi.org/10.1111/1467-8551.12552

Gidaković, P., & Zabkar, V. (2022). The formation of consumers’ warmth and competence impressions of corporate brands: The role of corporate associations. European Management Review, 19(4), 639–653. https://doi.org/10.1111/emre.12509

Hakim, L. L., & Keni, K. (2020). Pengaruh Brand Awareness, Brand Image dan Customer Perceived Value Terhadap Purchase Intention. Jurnal Manajemen Bisnis Dan Kewirausahaan, 4(3), 81. https://doi.org/10.24912/jmbk.v4i3.7921

Halkias, G., & Diamantopoulos, A. (2020). Universal dimensions of individuals’ perception: Revisiting the operationalization of warmth and competence with a mixed-method approach. International Journal of Research in Marketing, 37(4), 714–736. https://doi.org/10.1016/j.ijresmar.2020.02.004

HARCOURT, H. (2020). Consumer-Based Brand Equity and Purchase Intentions of Telecommunication Firms in Rivers State of Nigeria. International Journal of Advanced Academic Research, November, 31–43. https://doi.org/10.46654/ij.24889849.s6912

Japutra, A., Molinillo, S., & Ekinci, Y. (2020). Do stereotypes matter for brand attachment? Marketing Intelligence and Planning, 39(4), 501–515. https://doi.org/10.1108/MIP-08-2020-0339

Japutra, A., Molinillo, S., & Wang, S. (2018). Aesthetic or self-expressiveness? Linking brand logo benefits, brand stereotypes and relationship quality. Journal of Retailing and Consumer Services, 44(June), 191–200. https://doi.org/10.1016/j.jretconser.2018.06.015

Kolbl, Ž., Arslanagic-Kalajdzic, M., & Diamantopoulos, A. (2019). Stereotyping global brands: Is warmth more important than competence? Journal of Business Research, 104(December 2018), 614–621. https://doi.org/10.1016/j.jbusres.2018.12.060

Kolbl, Ž., Diamantopoulos, A., Arslanagic-Kalajdzic, M., & Zabkar, V. (2020). Do brand warmth and brand competence add value to consumers? A stereotyping perspective. Journal of Business Research, 118, 346–362. https://doi.org/10.1016/j.jbusres.2020.06.048

Kuang, D., Li, X. F., & Bi, W. W. (2021). How to effectively design referral rewards to increase the referral likelihood for green products. Sustainability (Switzerland), 13(13), 1–16. https://doi.org/10.3390/su13137177

Kurniati, K. (2020). Pengaruh pengawasan dan kepuasan kerja terhadap disiplin kerja karyawan bagian produksi pada pt.sari lembah subur. Skrips, 1–131.

Lavuri, R., Jusuf, E., & Gunardi, A. (2021). Green Sustainability: Factors Fostering and Behavioural Difference Between Millennial and Gen Z: Mediating Role of Green Purchase Intention. Ekonomia i Srodowisko, 76(1), 8–38. https://doi.org/10.34659/2021/1/1

Liang, J., Li, J., & Lei, Q. (2022). Exploring the Influence of Environmental Values on Green Consumption Behavior of Apparel: A Chain Multiple Mediation Model among Chinese Generation Z. Sustainability (Switzerland), 14(19). https://doi.org/10.3390/su141912850

Ling, S., Zheng, C., & Cho, D. (2023). How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust. Behavioral Sciences, 13(8). https://doi.org/10.3390/bs13080672

Maharani, A. S., & Hidayat, A. (2023). The influence of brand innovativeness and quality affect consumer perceived value. International Journal of Research in Business and Social Science (2147- 4478), 12(4), 15–32. https://doi.org/10.20525/ijrbs.v12i4.2626

Majhi, R. (2022). Behavior and perception of younger generation towards green products. Journal of Public Affairs, 22(1). https://doi.org/10.1002/pa.2288

Mandler, T., Bartsch, F., & Han, C. M. (2021). Brand credibility and marketplace globalization: The role of perceived brand globalness and localness. Journal of International Business Studies, 52(8), 1559–1590. https://doi.org/10.1057/s41267-020-00312-2

Mohan, M., Brown, B. P., Sichtmann, C., & Schoefer, K. (2018). Perceived globalness and localness in B2B brands: A co-branding perspective. Industrial Marketing Management, 72(August 2017), 59–70. https://doi.org/10.1016/j.indmarman.2018.03.014

Nuzula, I. F., & Wahyudi, L. (2022). “Effects of brand attitude, perceived value, and social WOM on purchase intentions in luxury product marketing.” Innovative Marketing, 18(3), 1–14. https://doi.org/10.21511/im.18(3).2022.01

Permata, M., Ruswendi, I., Madiawati, P. N., Studi, P., Administrasi, S., Bisnis, F. E., & Telkom, U. (2021). JEMMA ( Jurnal of Economic , Management , and Accounting ) Pengaruh Promotion Mix Dan Gaya Hidup Terhadap Keputusan Pembelian Di Shopee Dengan Perilaku Konsumen Sebagai Variabel Intervening. 4, 204–216.

Pratiwi, R. S., Salim, U., & Sunaryo, S. (2021). the Effect of Brand Experience and Perceived Value on Brand Loyalty Mediated By Brand Trust. Jurnal Aplikasi Manajemen, 19(2), 310–318. https://doi.org/10.21776/ub.jam.2021.019.02.07

Prayoga, I. M. S., Adiyadnya, M. S. P., & Putra, B. N. K. (2020). Green Awareness Effect on Consumers’ Purchasing Decision. Asia Pacific Management and Business Application, 008(03), 199–208. https://doi.org/10.21776/ub.apmba.2020.008.03.4

Rodrigues, J. M., Montanari, M. G., & Azzari, V. (2023). Global and Local Brands in Developed and Developing Markets: A Systematic Literature Review and New Directions. Brazilian Business Review. https://doi.org/10.15728/bbr.2022.1343.en

Rohmatillah, N. N., Sari, L. P., & Pramitasari, T. D. (2023). Pengaruh Capital Intensity Terhadap Penghindaran Pajak Dengan Financial Distress Sebagai Variabel Intervening Pada Perusahaan Manufaktur Yang Terdaftar Di Bursa Efek Indonesia Pereode 2017 – 2020. Jurnal Mahasiswa Entrepreneurship (JME), 2(1), 74. https://doi.org/10.36841/jme.v2i1.2634

Safeer, A. A., Zhou, Y., Abrar, M., & Luo, F. (2022). Consumer Perceptions of Brand Localness and Globalness in Emerging Markets: A Cross-Cultural Context. Frontiers in Psychology, 13(July), 1–16. https://doi.org/10.3389/fpsyg.2022.919020

Salasah, R. A., & Nugroho, D. A. (2021). Pengaruh Perceived Brand Globalness terhadap Consumer s ’ Willingness to Pay yang dimediasi oleh Brand Stereotype ( Studi pada Pengguna Produk Merek Apple di Kota Malang ) Supervisor : 9(2), 1–14.

Septiani, Z. (2023). 7 Nama Generasi Berdasarkan Umur, Kamu yang Mana? https://www.detik.com/edu/detikpedia/d-6737366/7-nama-generasi-berdasarkan-umur-kamu-yang-mana

Shevia, S., Christiarini, R., & Qadri Rizni Aulia. (2023). Green marketing & environmental concern : Minat beli generasi z terhadap personal care products. 2023. https://doi.org/http://dx.doi.org/10.14414/jbb.v13i1.3976

Sichtmann, C., Davvetas, V., & Diamantopoulos, A. (2019). The relational value of perceived brand globalness and localness. Journal of Business Research, 104(November 2017), 597–613. https://doi.org/10.1016/j.jbusres.2018.10.025

Singh, S., & Gupta, A. (2021). An ISM modeling for factors affecting the purchase of green products. Journal of Modelling in Management, 16(1), 103–123. https://doi.org/10.1108/JM2-05-2019-0099

Song, T. (2023). Research on Global Advertising Standardization and Global Brand Consistency. Atlantis Press SARL. https://doi.org/10.2991/978-2-38476-062-6_155

Song, Y., Qin, Z., & Qin, Z. (2020). Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase. SAGE Open, 10(4). https://doi.org/10.1177/2158244020963573

Statistik, B. P. (2022). Jumlah Penduduk1 Menurut Kelompok Umur dan Jenis Kelamin di Kota Batam, 2022. https://www.bps.go.id/indikator/indikator/view_data_pub/2171/api_pub/YW40a21pdTU1cnJxOGt6dm43ZEdoZz09/da_03/1

Steenkamp, J. B. (2019). The uncertain future of globalization: Implications for global consumer culture and global brands. International Marketing Review, 36(4), 524–535. https://doi.org/10.1108/IMR-12-2018-0355

Steenkamp, J. B. E. M. (2019). Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions. Journal of International Marketing, 27(1), 1–19. https://doi.org/10.1177/1069031X18811289

Sumartini, S., Harahap, K. S., & Sthevany, S. (2020). Kajian Pengendalian Mutu Produk Tuna Loin Precooked Frozen Menggunakan Metode Skala Likert Di Perusahaan Pembekuan Tuna. Aurelia Journal, 2(1), 29. https://doi.org/10.15578/aj.v2i1.9392

Tien, D. N. H., Vu, D. N. T., & Tien, D. N. Van. (2019). The role of brand and brand manage-ment in creating business value case of coca-cola Vietnam. International Journal of Research in Marketing Management and Sales, 1(2), 57–62. https://doi.org/10.33545/26633329.2019.v1.i2a.18

Trenggonowati, D. L., & Kulsum, K. (2018). Analisis Faktor Optimalisasi Golden Age Anak Usia Dini Studi Kasus Di Kota Cilegon. Journal Industrial Servicess, 4(1), 48–56. https://doi.org/10.36055/jiss.v4i1.4088

Trivium Packaging. (2023). Buying Green Report. https://www.triviumpackaging.com/media/pe5hfxsp/2023buyinggreenreport.pdf

UIB. (2022). Modul Statistika Universitas Internasional Batam. 1983–1985.

Vaziri, M., Llonch-Andreu, J., & López-Belbeze, P. (2023). Brand clarity of local and global brands in fast-moving consumer goods: an empirical study in a Middle East country. Journal of Islamic Marketing, 14(1), 1–22. https://doi.org/10.1108/JIMA-01-2020-0018

Veronica, & Lady. (2023). Green Purchase Intention Analysis With Online Review As Intervening Analisis Green Purchase Intention Dengan Online Review Sebagai Intervening. Management Studies and Entrepreneurship Journal, 4(2), 1968–1981. http://journal.yrpipku.com/index.php/msej

Wijaya, A. F. B., Surachman, S., & Mugiono, M. (2020). the Effect of Service Quality, Perceived Value and Mediating Effect of Brand Image on Brand Trust. Jurnal Manajemen Dan Kewirausahaan, 22(1), 45–56. https://doi.org/10.9744/jmk.22.1.45-56

Xue, J., Zhou, Z., Zhang, L., & Majeed, S. (2020). Do Brand Competence and Warmth Always Influence Purchase Intention? The Moderating Role of Gender. Frontiers in Psychology, 11(February), 1–11. https://doi.org/10.3389/fpsyg.2020.00248

Yeboah-Banin, A. A., & Quaye, E. S. (2021). Pathways to Global versus Local Brand Preferences: The Roles of Cultural Identity and Brand Perceptions in Emerging African Markets. Journal of Global Marketing, 34(5), 372–391. https://doi.org/10.1080/08911762.2021.1886385

Yusuf, I., & Sartika, D. (2021). Pengaruh Store Image Dan Private Label Image Serta Perceived Quality Terhadap Purchase Intention Produk Private Label Alfamidi Di Kota Samarinda. Borneo Studies and Research, 3(1), 873–886. https://journals.umkt.ac.id/index.php/bsr/article/view/2741