Scholarlink

<p>This study examines the drivers of green purchasing behavior among Generation Z consumers in Iran, a topic of increasing academic and practical relevance. By integrating Social Cognitive Theory (SCT) and the Theory of Planned Behavior (TPB), the research investigates how environmental concern and perceived marketplace influence, along with the moderating role of perceived environmental responsibility (PER), shape attitudes towards and intentions to purchase eco-friendly products. A survey of 300 Generation Z individuals who had previously bought green products was conducted, and the data were analyzed using PLS-SEM to test hypotheses. The findings reveal that both environmental concern and perceived marketplace influence significantly enhance positive attitudes towards green products and strengthen purchase intentions. Moreover, PER was found to moderate the relationship between attitudes and purchase intentions, indicating that a strong sense of environmental responsibility amplifies the effect of positive attitudes on green purchasing. This research contributes to the literature by providing a comprehensive model that elucidates the mechanisms underlying green consumer behavior in young adults. The results offer practical insights for businesses aiming to promote sustainable consumption by highlighting the importance of fostering environmental awareness and responsibility among Generation Z.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

From attitude to action: examining the factors affecting sustainable purchasing behavior in Generation Z with an emphasis on environmental responsibility

  • 期刊论文

  • 发表日期：

    2025年4月1日

查看全文
  • Davood Ghorbanzadeh,
  • Mohammad Ahmar Khan,
  • Maritza Lucia Vaca Cárdenas,
  • KDV Prasad,
  • Dilsora Abduvalieva,
  • Maria Alexandra Procel Silva

摘要

This study examines the drivers of green purchasing behavior among Generation Z consumers in Iran, a topic of increasing academic and practical relevance. By integrating Social Cognitive Theory (SCT) and the Theory of Planned Behavior (TPB), the research investigates how environmental concern and perceived marketplace influence, along with the moderating role of perceived environmental responsibility (PER), shape attitudes towards and intentions to purchase eco-friendly products. A survey of 300 Generation Z individuals who had previously bought green products was conducted, and the data were analyzed using PLS-SEM to test hypotheses. The findings reveal that both environmental concern and perceived marketplace influence significantly enhance positive attitudes towards green products and strengthen purchase intentions. Moreover, PER was found to moderate the relationship between attitudes and purchase intentions, indicating that a strong sense of environmental responsibility amplifies the effect of positive attitudes on green purchasing. This research contributes to the literature by providing a comprehensive model that elucidates the mechanisms underlying green consumer behavior in young adults. The results offer practical insights for businesses aiming to promote sustainable consumption by highlighting the importance of fostering environmental awareness and responsibility among Generation Z.