Modelling Gen Z’s Photovoltaic Purchase Intentions: A Mediator–Moderator Model

Xiaoxiao Li, Ming Li (), Pick-Soon Ling and Chee-Hua Chin
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Xiaoxiao Li: School of International Education, North China University of Water Resources and Electric Power, 136 Jinshui East Road, Zhengzhou 450046, China
Ming Li: School of Management and Economics, North China University of Water Resources and Electric Power, 136 Jinshui East Road, Zhengzhou 450046, China
Pick-Soon Ling: School of Business and Management, University of Technology Sarawak, Sibu 96000, Malaysia
Chee-Hua Chin: School of Business and Management, University of Technology Sarawak, Sibu 96000, Malaysia

Sustainability, 2025, vol. 17, issue 18, 1-19

Abstract: This study aims to explore the significant factors that predicted the purchase intention (PI) of Generation Z (Gen Z) in China on photovoltaics (PV) products. The Theory of Planned Behaviour (TPB) is extended with two exogenous variables (environmental responsibility (ER) and environmental consciousness (EC)) and government support (GS) as a moderator. In the proposed model, three TPB dimensions also serve as mediators. A total of 675 valid responses from Generation Z in China were gathered via purposive sampling and analysed using partial least squares–structural equation modelling (PLS-SEM). The findings revealed that subjective norms (SN), perceived behavioural control (PBC), and EC exerted a substantial influence on PI towards PV products. In accordance with the findings, EC has an indirect effect on PI via SN and PBC. In addition, the moderation analysis revealed that GS significantly enhances the relationship between EC and PI. Several important practical implications derived from the findings of the study were discussed, and it could be a useful reference for stakeholders in framing strategies to promote the PI of PV products. This study extends the TPB model by including two possible exogenous variables and examining the moderator and mediator propositions that significantly influence the PI of PV products, based on a comprehensive literature review. The proposed model is envisaged to provide additional evidence on the topic.

Keywords: photovoltaics; purchase intention; theory of planned behaviour; environmental consciousness; Generation Z (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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