In this paper, the authors explore the correlations between green purchase intention,
environmental knowledge, financial awareness and sustainable consumption behaviour in
Generation Z consumers. Based on Theory of Planned Behavior and the Value-Belief-Norm
view, the research hypothesizes that environmental knowledge and financial awareness can
affect green purchase intention and sustainable consumption behaviour, whereas the green
purchase intention mediates the correlations between the two antecedents and sustainable
consumption behaviour. A piece of simulated data of 200 eligible Generation Z respondents
was analyzed using reliability analysis alongside descriptive statistics, Pearson correlation
and ordinary least-squares regression and bootstrap mediation analysis were used as
supplementary methods. The internal consistency of all four constructs showed reasonable
results with an alpha of 0.795 to 0.849. The bivariate strongest correlation between sustainable
consumption behaviour and green purchase intention (r = 0.565). Environmental knowledge
and financial awareness were found to be significant predictors in the multiple regression
predicting the green purchase intention (R2 = 0.207). Green purchase intention was also
important in the model which might depict sustainable consumption behaviour, whereas the
financial awareness was also important and direct effect of the environmental knowledge
turned out to be not in effect. The bootstrap estimates showed positive indirect effect of size
of environmental knowledge and financial awareness by way of green purchase intention.
Due to simulated data, these results are demonstrations of methods, but not demonstrations
of the population of Generation Z as a whole