Advances in Consumer Research
Issue 3 : 282-295
Original Article
Attitude, Norms and Trust: Exploring Green Purchase Intention of Gen Z consumers in Urban India
 ,
 ,
1
Assistant Professor, Indian Institute of Management Bodh Gaya, Bihar, India
2
Assistant Professor, Department of Management Studies, Harcourt Butler Technical University, Kanpur, India
Abstract

Environmental concerns are growing, and therein lies the gradual change in consumer behavior toward sustainable consumption patterns worldwide. Therefore, the present study examines the green purchase intention of Generation Z consumers, specifically urban India- citizens who are quite aware of their attitudes, subjective norms, and trust factors. This research used a mixed-method approach, engaging surveys (n=382) and focused interviews (n=15), to identify major determinants affecting environmentally responsible purchase decisions among urban Indian youth aged between 18 and 25 years. The findings indicated that the intention to purchase green products was predicted by environmental knowledge, perceived consumer effectiveness, and social influence significantly, while price sensitivity and greenwashing concern served as moderating variables. The present study employs a novel feature selection mechanism for dimensionality reduction of datasets, hence, area identification for critical aspects will likely be made more precise. Findings point toward major research gaps and provide direct practical implications for marketers, policymakers, and businesses targeting environmentally conscious Gen Z consumers in fast-growing urban agglomerations of India. This research provides sustainable consumption literature with a comprehensive framework that fits the unique context of emerging economies, where environmental awareness intersects with urbanization and rapid digitalization.

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
270 Views
108 Downloads
Share this article
© Copyright Advances in Consumer Research