With the increase in the ecological consequences caused by unsustainable consumption behaviours, this study attempted to explore the factors that significantly influence the green products' purchase intention among Generation Z consumers in Malaysia. By employing the Norm Activation Model (NAM) as a foundation, four factors were proposed in this study, namely attitudes, subjective norms, perceived environmental responsibility and environmental consciousness. The purposive sampling technique has been used to collect the responses from Generation Z consumers in Malaysia and 173 valid responses were collected and further analysed using partial least squares structural equation modelling (PLS-SEM). The results showed that attitudes, perceived environmental responsibility, and environmental consciousness significantly affect purchase intention on green products, while subjective norms played no significant impact on the purchase intention of Generation Z consumers. Stakeholders could utilize the findings of the study in formulating their policy and strategies to encourage Generation Z consumers to move towards sustainable consumption by purchasing green products.