Lasmy, Dicky Hida Syahchari, Maria Grace Herlina, Hardijanto Saroso and Darjat Sudrajat
This study is aimed to identify the influence of Attitude, Subjective Norm, Perceived Behavioral Control, Environmental Concern, and Fun towards Purchase Intention of ecofriendly product in Generation Z in Jakarta. Quantitative analysis with 400 respondents of Jakarta’s university student who never bought eco-friendly product and were analysed using SPSS 25.0 in regression model. The study found that Attitude, Subjective Norm, and Perceived Behavioral Control are positively significant to predict Purchase Intention, while Environmental Concern shows a positive significant influence in simple regression, but not in multiple model. While, Fun are found to be the significant and the strongest factor among the other independent variables (0,403, p.=0,000). This model able to explain Purchase Intention by 68,8%