The Effect Of Consumer Preferences On The Purchase Decision Of Milo Activ-Go UHT Milk With Green Packaging As A Mediation Variable In Generation Z In Karawang

This study analyzes the effect of consumer preferences on the purchase decision of Milo Activ-Go UHT milk with green packaging as a mediating variable among Generation Z in Karawang. A quantitative approach was applied using 130 respondents, with data collected through an online 5-point Likert scale questionnaire and analyzed using SEM-PLS via SmartPLS. The results show that consumer preferences positively and significantly affect green packaging and purchase decisions, while green packaging significantly mediates this relationship. An R² value of 0.842 indicates strong predictive power, highlighting sustainability and green packaging as important considerations for Generation Z in purchase decisions.

Keywords: consumer preference, green packaging, purchase decision, Generation Z