Abstract
The study aims to examine the impact of socio demographic, marketing mix and greenwashing variables on the green purchasing intention (GPI) of Generation Z (Gen Z) towards environmentally friendly packaged drinks (EFPD) in India. The research surveyed 380 respondents who are residents of metropolitan cities of India with a minimum of 14 years of structured learning. The data is analysed through a structural equation modelling (SEM)–based multivariate approach by using SPSS 20 and AMOS 23. The results reflect that green price (PR), green advertisement (AT), green packaging (PG), and socio-demographic variables (SDV) of gender, education, and income positively influence the GPI of Gen Z towards EFPD whereas green washing (GW) reduces the GPI. SDV of age doesn't have any significant influence on GPI. The study provides insights into how companies can effectively utilize green marketing strategies to encourage environmentally friendly purchasing behavior and avoid GW practices that could harm their reputation and reduce consumer trust. Implications and future research directions have been made considering the study's findings.
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