Advances in Consumer Research
Issue 3 : 133-140
Original Article
Attitude, Norms and Trust: Exploring Green Purchase Intention of Gen Z consumers in India
 ,
1
Assistant Professor, Indian Institute of Management Bodh Gaya, Bihar, India.
2
Assistant Professor, Department of Management Studies, Harcourt Butler Technical University, Kanpur
Abstract

The Indian market is dominated by customers born between 1997 and 2012. This generation's eco-consciousness influences their purchases. This study examines Generation Z customers' green purchase intentions in India using the Theory of Planned Behavior (TPB) framework and trust. Metropolitan India has 437 Gen Z residents in this mixed-methods study. Faith in green claims substantially impact green purchase intentions (\u03b2=0.38, \u03b2=0.29, \u03b2=0.24, \u03b2=0.31). The bigger TPB model accounts for 68% of green purchasing intentions, according to structural equation modeling. Peer pressure and genuine environmental concerns reveal that Indian Gen Z shoppers are environmentally concerned and make eco-friendly purchases. Their purchases demonstrate price sensitivity. This study may help marketers, policymakers, and environmentalists engage this crucial client population.

Keywords
Recommended Articles
Research Article
Employees’ Perceptions of Job Evaluation Practices: Evidence from the Textile Industry in Uttar Pradesh
Published: 30/09/2025
Research Article
Publishing Of Reports Via Camunda Workflow Orchestration for A Financial Institute
Published: 30/09/2025
Research Article
E-Commerce vs. Traditional Retail: A Data-Driven Comparison of Profitability and Sustainability
Published: 30/09/2025
Research Article
Strategic Patient-Centric Brand Management in Pharma: Transforming Value Creation through VRIO Analysis
Published: 30/08/2025
Loading Image...
Volume 2, Issue 3
Citations
156 Views
73 Downloads
Share this article
© Copyright Advances in Consumer Research