Understanding Generation Z Muslims in Indonesia to switching intention to buy green products: a stimulus-organism-response approach

Purpose This study aims to investigate the key drivers of Generation Z Muslims consumer behavior to switch purchase green products, using the stimulus-organism-response (SOR) framework. The authors specifically focus on Generation Z Muslims consumers in Indonesia. Design/methodology/approach This study tested 11 hypotheses with six independent constructs and one dependent construct. In addition, the convenience sampling technique was adopted, the study collected responses from 222 Generation Z Muslims participants. Partial least squares structural equation modeling with SmartPLS 3.0 software facilitated data analysis. Findings The results of this study explain that the main factor shifting Generation Z Muslims toward purchasing green products is green self-identity. An increase in green self-identity will be driven by social pressure, environmental knowledge, normative environment and environmental knowledge. Green self-identity also shows an important role in mediating the relationship between environmental concern and intention to switch purchasing green products. In addition, the factors of environmental knowledge, normative environment and green price sensitivity were also found to promote increased environmental concern. Practical implications Practically, companies can focus on educational and literacy activities to promote their green products. Because this generation considering their knowledge to take a decision on purchasing green products. In addition, Islamic educational institutions also play an important rules to enhancing their behavior from implementing the environmentally actions in their surroundings. Finally, for government, the policies and regulations related for companies that produce environmentally friendly products through the provision of financial and non-financial support. Originality/value This study contributes to a relatively sparse field of research by examining the switching behavior of Muslim Generation Z in Indonesia in the context of green products purchases. It further advances the understanding of such behavior by applying the SOR framework, which to the authors’ knowledge has not been widely elaborated in the context of switching behavior.