Abstract
Determinants of generation Z green purchase decision: A SEM-PLS approach
Highlights
Green consumerism involves a decision to purchase products that are less harmful to the human beings, animal and environment (Kong et al., 2014; Luzio and Lemke, 2013)
This study adopted, modified and validated a model related to the Generation Z green product purchase decision in Malaysia originated from the Theory of Planned Behavior
It can be claimed that Generation Z is aware of the green lifestyles and know their obligation towards environment
Summary
Green consumerism involves a decision to purchase products that are less harmful to the human beings, animal and environment (Kong et al., 2014; Luzio and Lemke, 2013). The two main issues are the availability of green products and consumers’ readiness to purchase. Green consumers purchasing activities can be traced based on the decision to purchase green products (Shah and Pillai, 2012). Responsible consumers always consider the impact of their consumption pattern towards environment and people (Suki, 2013). Green products help to save the environment because as of today, many environmental damages can be obviously seen due to the irresponsible consumption activities (Peattie, 2001)
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