Do Gen Y and Gen Z differ in their purchase intention towards recycled products? A moderation study

Abstract

This research aims to understand the predictors of recycled product purchase intention among Indian consumers and integrate the Norm Activation Model (NAM) with moral identity dimensions, internalization, and symbolization. The study also explored the variations in Gen Y and Gen Z’s relationship with recycled product purchase intention. Based on responses from 281 young Indian consumers, Structural Equation Modelling and moderation analysis were conducted. The results affirm the influence of awareness of consequences and ascription of responsibility on personal norms, which significantly predict recycled product purchase intention. Importantly, both moral identity internalization and symbolization emerge as robust predictors of intention, extending the explanatory power of NAM. Moral identity dimensions exhibit divergent generational effects; internalization exerts a stronger influence on Gen Y, whereas symbolization more powerfully motivates Gen Z. These insights underscore the need for segmented sustainability marketing strategies. The study contributes to theory by integrating moral identity into NAM and offers practical implications for promoting recycled products across socio-cultural and generational segments in India.