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Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase

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  • Yao Song
  • Zhenzhen Qin
  • Zihao Qin

Abstract

Although China has enjoyed great economic growth in the past several years, environmental problems have not attracted enough attention, especially for the young Chinese population (Generation Z consumers). Based on the theory of planned behavior, this work aims to analyze the mediation role of product attributes, perceived consumer effectiveness (PCE), and environmental awareness in eco-label–informed purchase for Gen Z consumers in China. According to the result, it shows (a) eco-label–informed purchase could significantly increase two threads of PCE and product attributes, (b) those two threads intermediate the eco-labeling and environmental awareness positively, and (c) eventually lead to purchase behavior for Chinese Generation Z. For theoretical contribution, this article tries to have a more comprehensive investigation on green consumption, and to explore the theoretical relationship among product attributes, PCE, and environmental awareness in the context of Chinese Gen Z. Relevant managerial implications and practical guides are also discussed in this article.

Suggested Citation

  • Yao Song & Zhenzhen Qin & Zihao Qin, 2020. "Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase," SAGE Open, , vol. 10(4), pages 21582440209, October.
    • Handle: RePEc:sae:sagope:v:10:y:2020:i:4:p:2158244020963573
    DOI: 10.1177/2158244020963573
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    7. Balween Kaur & Veer P. Gangwar & Ganesh Dash, 2022. "Green Marketing Strategies, Environmental Attitude, and Green Buying Intention: A Multi-Group Analysis in an Emerging Economy Context," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    8. Starczewski Tomasz & Lopata Ewelina & Kowalski Mateusz & Rogatka Krzysztof & Lewandowska Aleksandra & Verma Pramit, 2023. "Is the future sustainable? Analysis of Generation Z’s social awareness of sustainable development in Poland," Miscellanea Geographica. Regional Studies on Development, Sciendo, vol. 27(3), pages 113-122, July.
    9. Zhongfu Tan & Burhan Sadiq & Tayyeba Bashir & Hassan Mahmood & Yasir Rasool, 2022. "Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust," Sustainability, MDPI, vol. 14(10), pages 1-15, May.
    10. Mingshun Zhang & Li Zhang & Meine Pieter van Dijk, 2022. "Managing Sustainable Public Procurement: A Nationwide Survey in China," Sustainability, MDPI, vol. 14(19), pages 1-19, September.

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