Sustainable Choices: Understanding Gen Z’s Attitude and Intentions towards Green Products

Abstract

The increasing environmental challenges have heightened the need for sustainable consumer behavior, making it essential to understand the psychological and behavioral factors that drive green purchasing decisions. This study explores the interrelationship between environmental concerns, expectations of green products, awareness of consequences, ascription of responsibility, personal norms, attitude, and purchase intention toward eco-friendly products. A survey was conducted among consumers aged (above 18 years and Generation Z) and well-educated consumers (higher education) to assess their attitudes to green image, green value, and purchase intention. Descriptive research design and primary research using a structured questionnaire were directed to management students. A total of 273 valid responses were collected. The analysis using PLS-SEM was executed to empirically test the model. The study employs a quantitative approach, analyzing data from a diverse sample to assess the impact of these factors on green purchasing behavior. Findings reveal that environmental concern and awareness of consequences significantly influence personal norms and attitudes, which, in turn, mediate purchase intention. The results provide valuable insights for policymakers, marketers, and businesses aiming to promote sustainable products and encourage responsible consumption. This study contributes to the growing body of literature on green consumer behavior and offers practical recommendations for fostering environmental sustainability in the marketplace.