PERAN GENERASI Z DALAM PRODUK RAMAH LINGKUNGAN MELALUI GREEN MARKETING DAN VALUE-BASED PRICING
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Abstract
Generation Z, born between the mid-1990s and early 2010s, is known for its strong concern for sustainability and environmental issues. As critical, digitally literate consumers, Gen Z also plays a strategic role in driving the adoption of environmentally friendly products in the global market, including in Indonesia. This study aims to analyze the role of Generation Z in influencing the development and acceptance of environmentally friendly products through two strategic approaches to marketing management: green marketing and value-based pricing. The research method employed is a descriptive qualitative approach with a literature review approach and secondary data analysis from national surveys and recent industry reports (2022-2025), as well as university students who meet Gen Z criteria. The results indicate that Gen Z tends to be more responsive to transparent, authentic, and evidence-based environmental marketing messages (such as eco-labeling, carbon footprint, and so on), and is willing to pay a price premium as long as the price reflects ecological and social values, believed to be the main characteristics of value-based pricing. In addition, the existence of Gen Z as digital natives strengthens the spread of sustainability values through user-generated content and viral campaigns on social media, thereby expanding the impact of green marketing. The implications of this research emphasize the importance of integrating sustainability values into a holistic business strategy, not just as a marketing strategy, but as the foundation of a sustainable business model. For businesses, understanding Gen Z's preferences, motivations, and price perceptions is key to designing effective products and communications for future markets.
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