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.
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