Antecedents of green consumption intention: a focus on generation Z consumers of a developing country

Jean Fausner Michel (), Claudel Mombeuil () and Hemantha Premakumara Diunugala ()
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Jean Fausner Michel: Rezo Inovasyon Educatif Ayisyen
Claudel Mombeuil: Rezo Inovasyon Edikatif Ayisyen
Hemantha Premakumara Diunugala: Beijing Institute of Technology

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2023, vol. 25, issue 12, No 35, 14545-14566

Abstract: Abstract This study examined the effect of Perceived Environmental Knowledge, Drive for Environmental Responsibility, Perceived Consumer Effectiveness, Attitude Toward Green Consumption, and Perceived Marketplace Influence on Green Consumption Intention using Generation Z consumers in a developing country as the statistical unit. It also explored the differences in gender, family economic status, and parents’ education for the hypothesized relationships. The results show a positive and significant effect of Perceived Environmental Knowledge, Drive for Environmental Responsibility, Attitude toward Sustainable Consumption, and Perceived Marketplace Influence on green consumption intention. Nevertheless, the results indicate that Perceived Consumer Effectiveness has a negative and significant effect on green consumption intention. The results also show that only the effect of perceived environmental knowledge on green consumption intention remains constant across gender, family economic status, and family education. Thus, policies and initiatives that promote environmental education and sustainable consumption and support sustainable entrepreneurship are highly encouraged.

Keywords: Perceived environmental knowledge; Drive for environmental responsibility; Perceived consumer effectiveness; Attitude toward green consumption; Perceived marketplace influence; Green consumption intention (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s10668-022-02678-9

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