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Antecedents of green consumption intention: a focus on generation Z consumers of a developing country

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  • Jean Fausner Michel

    (Rezo Inovasyon Educatif Ayisyen)

  • Claudel Mombeuil

    (Rezo Inovasyon Edikatif Ayisyen
    Beijing Institute of Technology)

  • Hemantha Premakumara Diunugala

    (Beijing Institute of Technology)

Abstract

This study examined the effect of Perceived Environmental Knowledge, Drive for Environmental Responsibility, Perceived Consumer Effectiveness, Attitude Toward Green Consumption, and Perceived Marketplace Influence on Green Consumption Intention using Generation Z consumers in a developing country as the statistical unit. It also explored the differences in gender, family economic status, and parents’ education for the hypothesized relationships. The results show a positive and significant effect of Perceived Environmental Knowledge, Drive for Environmental Responsibility, Attitude toward Sustainable Consumption, and Perceived Marketplace Influence on green consumption intention. Nevertheless, the results indicate that Perceived Consumer Effectiveness has a negative and significant effect on green consumption intention. The results also show that only the effect of perceived environmental knowledge on green consumption intention remains constant across gender, family economic status, and family education. Thus, policies and initiatives that promote environmental education and sustainable consumption and support sustainable entrepreneurship are highly encouraged.

Suggested Citation

  • Jean Fausner Michel & Claudel Mombeuil & Hemantha Premakumara Diunugala, 2023. "Antecedents of green consumption intention: a focus on generation Z consumers of a developing country," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(12), pages 14545-14566, December.
    • Handle: RePEc:spr:endesu:v:25:y:2023:i:12:d:10.1007_s10668-022-02678-9
    DOI: 10.1007/s10668-022-02678-9
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