Drivers of Purchase Intentions of Generation Z on Eco-Products

Alina Filip, Alin Stancu, Lucian-Florin Onișor, Oana Cristina Mogoș (), Ștefan-Alexandru Catană () and Dumitru Goldbach
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Alina Filip: Faculty of Marketing, Department of Marketing, Bucharest University of Economic Studies, 010374 Bucharest, Romania
Alin Stancu: Faculty of Marketing, Department of Marketing, Bucharest University of Economic Studies, 010374 Bucharest, Romania
Oana Cristina Mogoș: Faculty of Marketing, Department of Marketing, Bucharest University of Economic Studies, 010374 Bucharest, Romania
Ștefan-Alexandru Catană: Faculty of Business and Administration, Department of Business Administration, University of Bucharest, 030167 Bucharest, Romania
Dumitru Goldbach: Department of Science and Engineering, Valahia University of Targoviste, 130004 Târgoviște, Romania

Sustainability, 2025, vol. 17, issue 2, 1-15

Abstract: Concerns about environmental protection and sustainable consumption increased among Generation Z, as a consequence of more perceived risks emerging in the context of climate change and depletion of natural resources. The aim of the present research was to identify the main factors that influence the intention to purchase eco-products among the young generation. Quantitative marketing research was carried out on a sample of 269 Gen Z. The research results proved that purchasing intention for eco-products is strongly influenced by the perceived quality of environmentally friendly products, consumer consciousness about eco-products, perceived value of green products, and consumer trust in ecological products. Lower influences were recorded in terms of perceived price and perceived availability of eco-products, with improved total effects when considering the mediating role of eco-trust. Consequently, the provision of eco-products could lead to image benefits for organizations.

Keywords: eco-products; eco-purchase intention; eco-consciousness; eco-perceived price; eco-perceived quality; eco-perceived value; eco-perceived trust; eco-perceived availability; sustainable consumption; environmental protection (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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