Applying the Theory of Reasoned Action to measure the green purchase intention of Gen Z consumers
Published: July 25, 2026
Abstract
Green consumption is one of the most effective solutions to minimize environmental harm while ensuring economic benefits. Based on the Theory of Reasoned Action, this study explored the green purchase intention of Gen Z consumers. The PLS-SEM technique was used to analyze 359 valid observations. The study found that attitudes and subjective norms have positive impacts on the green purchase intention of Gen Z consumers.
Keywords
green purchase intentionGen Zgreen consumptionTheory of Reasoned Action
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