Altruistic Antecedents and Green Purchase Intentions: Understanding Generation Z’s Sustainable Consumption Behaviors

Bui Thanh Khoa (), Tran Khanh (), Do Bui Xuan Cuong () and Le Dao Ngoc Thanh ()
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Bui Thanh Khoa: Industrial University of Ho Chi Minh City, Faculty of Commerce and Tourism
Tran Khanh: Industrial University of Ho Chi Minh City, Faculty of Commerce and Tourism
Do Bui Xuan Cuong: Industrial University of Ho Chi Minh City, Faculty of Commerce and Tourism
Le Dao Ngoc Thanh: Industrial University of Ho Chi Minh City, Faculty of Business Administration

A chapter in Proceedings of the 8th International Conference on Corporate Social Responsibility and Sustainable Development, 2026, pp 537-551 from Springer

Abstract: Abstract This paper examined how altruism served as an antecedent in the Theory of Reasoned Action model to clarify Generation Z’s green buying intentions. With Generation Z rising as a particularly environmentally aware population, environmental deterioration has driven a change toward sustainable consumption. The study looked at how altruistic reasons affected attitudes toward green products and buying intentions among 284 Generation Z consumers. The study revealed using PLS-SEM that altruism directly influenced green purchase intentions as well as indirectly via attitudes toward green products. Subjective norms showed the strongest direct influence on purchase intentions and then attitudes. The results underlined the need of appealing to Generation Z’s altruistic values and using peer influence when promoting eco-friendly goods.

Keywords: Altruism; Generation Z; Green purchase intention; Theory of reasoned action; Sustainable consumption (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-95-4017-4_34

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DOI: 10.1007/978-981-95-4017-4_34

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