Green Consumerism among Gen-Z in Tier-II Indian Cities: A Case Based Exploration of Emerging Urban Markets

Generation Z (Gen-Z) represents a pivotal demographic for advancing sustainable consumption, yet a gap persists between their pro-environmental attitudes and actual purchasing behaviors. This study examines the demographic, social, and environmental factors influencing green purchase decisions among professional students in Greater Visakhapatnam City, a rapidly developing Tier-II urban center in India. Despite increasing environmental awareness, social and informational barriers continue to hinder consistent eco-friendly purchasing habits. Drawing on the Theory of Planned Behavior (TPB) and Value-Belief-Norm (VBN) theory, this research explores how personal norms, perceived behavioral control, and environmental awareness shape sustainable consumption. Data were collected through a structured questionnaire from 179 respondents, with 164 valid cases analyzed using Chi-Square tests, ANOVA, and regression analysis. Instrument reliability was confirmed using Cronbach’s Alpha. While primary data was gathered from Gen-Z students in Visakhapatnam, insights were contextually benchmarked against consumer trends in comparable Tier-II cities such as Surat, Coimbatore, and Nagpur. Results indicate that age and education significantly impact green purchasing behavior, with younger and more educated respondents showing stronger eco-friendly preferences. Social influences—including peers, family, and media—also play a crucial role in shaping consumer behavior. Regression analysis highlights that environmental awareness, perceived behavioral control, and moral obligation significantly predict green purchase intention and behavior. This study offers practical insights for marketers, educators, and policymakers aiming to promote sustainable consumption among India’s youth. The integration of TPB and VBN frameworks within an emerging urban context provides both theoretical and empirical contributions to the literature on green consumer behavior, particularly in relation to Generation Z.