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The influence of sustainability values on purchase intentions in Generation Z
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Putri Nabila Tajuddin 
, Rais Abdullah , Dadang Lesmana
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
This study examines the influence of sustainability values comprising eco-friendly, cruelty-free, and zero-waste attributes on purchase intentions for halal cosmetics among Generation Z in Indonesia. The research addresses a significant gap in the literature by integrating sustainability dimensions with halal consumption in emerging markets and examining the concept of halalan thayyiban beyond mere ingredient permissibility. Using a quantitative approach, data were collected through online questionnaires from Generation Z respondents in Samarinda, Indonesia, selected through purposive sampling techniques. The data were analyzed using structural equation modeling partial least squares (SEM-PLS). The findings reveal that all three sustainability attributes significantly influence purchase intention, with cruelty-free emerging as the most influential factor, followed by eco-friendly and zero-waste attributes. These results provide valuable insights for cosmetic companies and policymakers seeking to align product development and marketing strategies with the evolving sustainability preferences of Generation Z consumers in Muslim-majority markets.
Keywords: Eco-Friendly, Zero-Waste, Cruelty-Free, Purchase Intention, Halal Cosmetics, Generation Z, Indonesia, SEM-PLS
Authors’ individual contribution: Conceptualization—P.N.T.; Methodology—R.A.; Formal Analysis—R.A.; Investigation—P.N.T.; Resources—D.L.; Writing—Original Draft—P.N.T.; Writing—Review & Editing—R.A. and D.L.; Supervision—D.L.; Project Administration—D.L.
Declaration of conflicting interests: The Authors declare that there is no conflict of interest.
JEL Classification: L66, M31, Q56
Received: 22.08.2025
Revised: 15.11.2025; 03.12.2025; 31.03.2026
Accepted: 24.04.2026
Published online: 28.04.2026
How to cite this paper: Tajuddin, P. N., Abdullah, R., & Lesmana, D. (2026). The influence of sustainability values on purchase intentions in Generation Z. Corporate Governance and Sustainability Review, 10(3), 88–97. https://doi.org/10.22495/cgsrv10i3p7
