Motivating Factors Influencing Green Buying Behavior of Generation Z: An Application of Theory of Planned Behavior (TPB)

Abstract

This study used the Theory of Planned Behavior as the theoretical foundation to investigate the motivating factors influencing Generation Z consumers' green purchasing behavior in Pakistan. Using a random sampling technique, the researchers gathered information from over 300 Gen Z consumers between the ages of 10 and 25 using a survey questionnaire. Utilizing a quantitative research approach, the study used Smart PLS 3.0 software and Partial Least Square Structural Equation Modelling (PLS-SEM) to analyze the data. Green purchase intention, green buying behavior, green attitudes, perceived behavioral control, and green social norms were the variables examined. The results of the study indicate that there is a significant relationship between "green attitudes," "green social norms," and "green purchase intention” with green buying behavior, with a p-value of less than 0.05 and t-value where of more than 1.96. However, with a p-value larger than 0.05 and a t-value less than 1.96, green perceived behavior control was not a significant predictor. Overall, the study indicates that Pakistan's Generation Z customers are more concerned with environmental issues and are favorably inclined to buy eco-friendly goods. These findings have implications for managers who can create more environmentally friendly products specifically targeting Gen Z.