Sustainability Marketing for Gen Z Consumers: The Role of Functional, Emotional, and Social Value on Satisfaction and Purchase Intention in Surabaya

Authors

  • Janice Carysa Siahaya Universitas Pelita Harapan
  • Priskilla E.E. Napitupulu Universitas Pelita Harapan
  • Yanuar Dananjaya Universitas Pelita Harapan

Keywords:

Functional Value, Emotional Value, Social Value, Satisfaction, Purchase Intention, Gen Z

Abstract

This study examines the influence of functional value, emotional value, and social value on satisfaction and purchase intention toward reusable smart tumblers among Gen Z in Surabaya. Using a quantitative approach, data were collected from 250 respondents and analyzed with multiple regression. The results show that all three values significantly and positively affect satisfaction, and satisfaction significantly drives purchase intention. These findings highlight that Gen Z purchase decisions are shaped not only by product functionality but also by emotional attachment and social recognition related to sustainability. This study provides insights for marketers to enhance consumer satisfaction and strengthen purchase intention through sustainability-based strategies.

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Published

2025-12-10

Issue

Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)

Section

Articles

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