PREFERENCES OF GENERATION Z IN ASEAN TOWARD GREEN FINANCE ISLAMIC PRODUCTS BASED ON LOCAL WISDOM OF JAMU: A SYSTEMATIC LITERATURE REVIEW

Abstract

This study examines the preferences of Generation Z in the ASEAN region toward Green Finance Islamic products based on local wisdom, focusing specifically on jamu products. Using a Systematic Literature Review (SLR) approach employing the PRISMA protocol, the study analyzes 13 selected articles meeting the eligibility criteria from six international databases over the period 2015–2025. The analysis reveals that knowledge of sustainability and halal aspects, local cultural values, and the influence of social media and Islamic influencers are the main factors affecting Gen Z's preferences for these products. The study highlights the importance of developing innovative products emphasizing eco-friendly packaging and halal certification, alongside authentic and educational digital marketing strategies. It recommends strengthening sharia-based sustainability education, cross-sector collaboration, and policies supporting the growth of the sustainable jamu industry in ASEAN, optimizing market penetration among Gen Z.