The Influence of Eco-Labeling, Environmental Concern, and Packaging Aesthetics on Generation Z’s Intentions to Purchase Ready-To-Drink Beverages in North Sulawesi

Belinda W. M. Lintong; Willem J.F. Alfa Tumbuan; Emilia M. Gunawan

doi:10.69693/ijmst.v4i3.13797

Authors

Belinda W. M. Lintong Universitas Sam Ratulangi
Willem J.F. Alfa Tumbuan Sam Ratulangi University
Emilia M. Gunawan Sam Ratulangi University

DOI:

https://doi.org/10.69693/ijmst.v4i3.13797

Keywords:

Eco-Labeling, Environmental Concern, Packaging Aesthetics, Purchase Intention, Generation Z

Abstract

Growing environmental concerns, increasing packaging waste, and the widespread consumption of ready-to-drink (RTD) beverages have heightened the importance of sustainability-oriented marketing and consumer research. This study examines the simultaneous and partial influence of eco-labeling, environmental concern, and packaging aesthetics on Generation Z's purchase intention toward RTD beverages in North Sulawesi. The study also contributes to understanding how informational environmental cues, internal environmental values, and visual product attributes collectively shape sustainable consumption intentions. A quantitative explanatory design was employed using a structured questionnaire administered to 200 Generation Z respondents selected through purposive sampling. Data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis with SPSS. The results show that eco-labeling, environmental concern, and packaging aesthetics simultaneously have a significant influence on purchase intention, explaining 66.6% of its variance. Partially, environmental concern has the strongest positive and significant influence, followed by packaging aesthetics, which also demonstrates a significant positive effect. In contrast, eco-labeling has no significant individual influence on purchase intention. These findings indicate that Generation Z's purchase intention toward RTD beverages is driven more strongly by internal environmental values and immediately observable product appeal than by eco-labels alone. The study highlights the importance of integrated sustainability-oriented marketing strategies that combine credible environmental communication, consumer awareness, and visually appealing packaging to encourage sustainable consumption.

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