Determinants of generation Z green purchase decision: A SEM-PLS approach

Abstract

The purpose of this paper is to explore the Generation Z decision to purchase green products in Malaysia. Self-administered questionnaires were conducted to obtain meaningful data from 150 undergraduate students of Multimedia University that fit into the category of Generation Z from July until August 2016. Based on the analysis of SEM-PLS, the proposed model explained 90.7 percent of the variance of green product purchase decision. The results have shown positive significant effects between Generation Z attitude towards green activities, subjective norms, perceived green knowledge, and social visibility towards green purchase decision. Generally, the results from this study confirmed that the proposed model concisely explained the Generation Z behavioural action within the context of Malaysia. This study adds another literature to the area of green marketing. The research model was adapted and modified from The Theory of Planned Behavior (TPB) added with another potential variable namely, social visibility to identify the key factors that stimulate consumers’ purchase behaviour. This study represents findings from developing country that can be used for future comparative studies related to green consumerism. The findings have strong implications to marketers to promote green products that are compatible with Generation Z daily lifestyle. This study brings into light the perception of young Malaysian consumers about green products and readiness to accept green products as their future way of life. ©