Generation Z's Green Purchase Intentions: Impact of Consumer Attitude, Brand Positioning, and Knowledge

Abstract

This study investigates the aspects persuading green purchase intentions (GPI) in India, focusing on the roles of consumer attitudes, green brand positioning (GBP), and green brand knowledge (GBK). It examines how brand image (BI) and brand trust (BT) mediate these relationships, while environmental knowledge (EK) moderates them. The research employs a survey of Indian students aged 16-27, highlighting the importance of holistic green marketing strategies and transparent communication to build trust. Analysis utilizing structural equation modelling (SEM) was conducted with the assistance of Smart PLS 4.1.0.2. Results show that positive consumer attitudes and effective GBP and GBK significantly enhance green purchase intentions. BI and BT partially mediate these effects, while higher EK amplifies the positive impact. The study underscores the necessity for businesses to educate consumers, leverage digital platforms, and continuously innovate in sustainable practices. Limitations include the narrow demographic focus, potential biases from self-reported data, and the cross-sectional design. The findings provide actionable insights for fostering sustainable consumer behavior and expanding the green market in emerging economies