Instagram Green Marketing and Sustainable Purchase Behavior among Generation Z: The Moderating Role of Digital FOMO in Makassar

Abstract

This study examines the influence of Green Marketing on Instagram on Sustainable Purchasing Behavior among Generation Z consumers in Makassar, taking into account the role of Digital Fear of Missing Out (FOMO). A quantitative approach using a cross-sectional survey was employed, with data collected from 100 Generation Z Instagram users in Makassar. The data were then analyzed using SEM-PLS. The results indicate that Green Marketing on Instagram has a positive and significant influence on Sustainable Purchasing Behavior. Digital FOMO also positively influences sustainable purchasing behavior, but does not moderate the relationship between Instagram Green Marketing and sustainable purchasing behavior. This suggests that while Instagram Green Marketing and Digital FOMO independently influence sustainable purchasing, FOMO does not amplify or weaken the effects of green marketing. These findings highlight that Generation Z’s sustainable purchasing is primarily driven by genuine environmental awareness, not social anxiety. This study provides insights for marketers to focus on authentic and informative green marketing content to promote sustainable consumption among young people who have grown up in the digital age.