The influence of sustainability values on purchase intentions in Generation Z

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.