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
Consumer Protection against Misleading Advertisements and Deceptive Branding: Interplay between Consumer Law and Intellectual Property Rights in India
...
Published: 21/10/2025
Research Article
Predictive Insights: Leveraging Artificial Intelligence for Strategic Business Decision-Making
...
Published: 21/10/2025
Research Article
Competition Law and Market Regulation: Managerial Challenges and Strategic Opportunities
...
Published: 21/10/2025
Research Article
Deep Learning-Based Consumer Preference Prediction System for Personalized Digital Campaigns
...
Published: 19/10/2025
Loading Image...
Volume 2, Issue 3
Citations
189 Views
151 Downloads
Share this article
© Copyright Advances in Consumer Research