This paper examined how altruism served as an antecedent in the Theory of Reasoned Action model to clarify Generation Z’s green buying intentions. With Generation Z rising as a particularly environmentally aware population, environmental deterioration has driven a change toward sustainable consumption. The study looked at how altruistic reasons affected attitudes toward green products and buying intentions among 284 Generation Z consumers. The study revealed using PLS-SEM that altruism directly influenced green purchase intentions as well as indirectly via attitudes toward green products. Subjective norms showed the strongest direct influence on purchase intentions and then attitudes. The results underlined the need of appealing to Generation Z’s altruistic values and using peer influence when promoting eco-friendly goods.