The role of environmental knowledge in the development of green purchase intentions of Generation Z
Published: July 24, 2026
Abstract
Green purchase intention has played an important role in the development of environmentally friendly consumption strategies. However, explaining the motivation to form green purchase intentions is still a big theoretical gap. This study explores the role of environmental knowledge in the development of green purchase intentions. The study tests 338 observations with the PLS-SEM, then finds that attitudes and subjective norms are influenced by environmental knowledge, later forming the green purchase intention of Generation Z.
Keywords
green purchase intentionGeneration Zenvironment
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