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

Drivers of Ethical Consumption: Insights from a Developing Country

“…When the focus shifts to studies investigating particular ethical consumption behaviour in non-WEIRD countries, Michel, Mombeuil, and Diunugala (2022) note that perceived environmental knowledge, drive for environmental responsibility and attitudes toward green consumption have a positive effect on green consumption intention. Many studies in non-WEIRD countries focus on food consumption, for example, Kushwah, Dhir, and Sagar (2019) find that consumer knowledge has highest impact on the purchase decisions of organic goods.…”

“…What it means to be ethical is strongly influenced by the cultural context, and ethical choices vary from culture to culture. Recent years have seen an increase in sustainable consumption behaviour studies in non-WEIRD countries and studies have found a number of drivers behind ethical consumption (Kushwah, Dhir, and Sagar 2019; Michel, Mombeuil, and Diunugala 2022; Minton et al 2022). Some drivers are similar to those discussed in a Western context while others, for example religion, are a particularly relevant driver for non-WEIRD ethical consumers (Hamelin, Harcar, and Benhari 2013; Shadma, Ahmed, and Hasan 2018).…”

From green hype to green habits: Understanding the factors that influence young consumers' green purchasing decisions

“…As a result, pro‐environmental movements that pressure companies to adopt clean or green production systems and to promote green innovations have increased (Khan et al, 2022). Furthermore, consumers' purchase intentions have changed at the consumption level, leading to increased demand for green products (Michel et al, 2022; Sahelices‐Pinto et al, 2021). In discussing sustainability in general and environmental preservation in particular, Generation Z has gained special prominence.…”

“…It is argued that Generation Z, endowed with higher levels of education and technological skills, more interactive in terms of social media, and more sensitive and supportive of pro‐environmental movements, are more aware of environmental sustainability issues and are better able to value green consumption (Casalegno et al, 2022). Existing studies have shown that Generation Z is an essential niche in the green products market and advocates for environmentally sustainable consumption and production (Casalegno et al, 2022; Ham et al, 2022; Michel et al, 2022).…”

“…According to the TPB, behavioral intentions are preceded by (i) attitude, (ii) subjective norms, and (iii) perceived behavioral control. An increasing body of research has extended the TPB by proposing new constructs to explain green purchasing intentions (Bashir et al, 2019; Cheung & To, 2019; Kamalanon et al, 2022; Michel et al, 2022; Xu et al, 2020). Recently, Nekmahmud and Fekete‐Farkas (2020) found that environmental concerns (EC), green willingness to purchase (GWP), green awareness of price (GAP), green perceived benefits (GPB), and green perceived quality (GPQ) were the main factors of green marketing affecting young consumers purchasing decisions in developed countries.…”