The Role of Digital Green Campaigns in Shaping Willingness to Pay for Carbon Accounting: The Mediating Effect of Green Awareness among Gen-Z

Faculty of Economics and Business, Universitas Pelita Harapan, 60298, Indonesia

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Abstract

This study confirms that digital green campaigns can significantly foster students’ willingness to financially support carbon accounting mechanisms beyond simple green product purchases through the mediating role of green awareness. The findings clarify how digital exposure translates into internalized pro-environmental values that drive demand for transparency in carbon emissions reporting. These insights offer both theoretical and practical implications for sustainability communication, particularly in emerging economies such as Indonesia. Future research should explore how WTP for carbon accountability evolves across age groups, under different digital campaign designs, and in alignment with national carbon policy instruments. A cross-sectional survey was conducted among 324 university students in Indonesia using validated scales. Data were analyzed using PLS-SEM to examine direct and indirect relationships. The findings indicate that both green awareness and digital engagement have a significant and positive effect on WTP. In particular, digital engagement, measured by the frequency of interactions with environmental content on social media, shows stronger predictive power. These results suggest that increasing digital exposure to sustainability issues could enhance support for carbon accountability programs. The study offers practical implications for sustainability campaigns targeting Gen Z and contributes to the literature on sustainability accounting.