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Green Purchase Intention among Generation Z Consumers: Does Green Trust Still Matter?
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Gen Z shoppers say they care about the environment, but new research on reusable tumbler buyers shows that what actually drives them to buy "green" products is real personal value (like saving money or reducing waste) and genuine environmental concern—not just trusting a brand's eco-friendly marketing claims. This matters because it means companies pushing sustainable, plastic-reducing products (which help cut down on plastic waste and the microplastics that end up in our food, water, and bodies) need to prove tangible benefits rather than relying on green branding alone to get people to actually make the switch.
The increasing pollution caused by plastic waste, along with the rise of the green consumerism trend, has encouraged businesses to develop more environmentally friendly products by targeting the Generation Z consumer segment. However, the high awareness of environmental issues is not necessarily reflected in consistent green product purchasing behavior among consumers. This research set out to assess how far green perceived value, environmental concern, and green trust shape the green purchase intention of Generation Z consumers of Eiger tumbler products in Surabaya. A quantitative survey design was used, drawing on a purposive sample of 160 participants, with data gathered via an online questionnaire and processed through PLS-SEM in SmartPLS. Results show that both green perceived value and environmental concern exert a positive and meaningful effect on green trust as well as on green purchase intention. By contrast, green trust did not significantly affect purchase intention and was unable to mediate the relationship between the two predictor variables and purchase intention. These outcomes suggest that Generation Z places greater weight on a product's tangible benefits and their own environmental commitment than on confidence in a brand's sustainability claims. The study further contributes to the body of knowledge on green consumer behavior, particularly regarding locally produced reusable goods within developing country markets.
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Consumption Value Dimension of Green Purchase Intention with Green Trust as Mediating Variable
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This study examined how sustainability concerns about packaging and microplastic waste influence consumers' intentions to purchase green cosmetics, using Garnier's Green Beauty campaign as a case study. Green trust was found to mediate the relationship between environmental values and purchase intention. Consumer awareness of microplastics in cosmetics is increasingly driving demand for cleaner product formulations.
Plastic In Skincare Cosmetics: An Investigation of the Acceptance of Plastic Packaging and Micro-Plastics When Buying Skincare Products
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This study examined whether young German women (Generation Y) would accept cosmetic products with reduced plastic packaging or microplastic ingredients, despite generally holding environmentally conscious values. Researchers found a disconnect between stated environmental attitudes and actual purchasing behavior, with many respondents prioritizing convenience and brand loyalty over sustainability. The findings suggest that green marketing alone is insufficient to drive plastic reduction in the cosmetics sector.
Awareness of Green Marketing and Its Influence on Buying Behaviour of Consumers - A Study with Reference to Nagpur District.
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A study of shoppers in Nagpur, India found that most people know what "green marketing" means and can recognize eco-friendly labels—but that awareness doesn't automatically lead to buying greener products. The real barriers are cost, limited availability, and skepticism about whether companies' eco-claims are even true. This matters because it shows that simply informing consumers about sustainable options isn't enough; companies and policymakers also need to make these products affordable, accessible, and trustworthy if we want to actually reduce plastic waste and pollution.
Beyond plastic: analyzing consumer choices for sustainable food packaging and the influence of environmental concern and green skepticism
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A German study found that shoppers generally prefer paper, compostable, or no-packaging options over plastic for fresh herbs, but not everyone feels the same way. People's choices depended on how much they trusted "green" product claims and how worried they were about the environment, suggesting companies need different strategies to win over different types of eco-conscious shoppers. Since plastic packaging is a known source of microplastics that can end up in our food and bodies, understanding what pushes consumers toward plastic-free choices matters for reducing our overall exposure.
Awareness of Green Marketing and Its Influence on Buying Behaviour of Consumers - A Study with Reference to Nagpur District.
AI summary Read the abstract
A study of shoppers in Nagpur, India found that most people know what "green" or eco-friendly products are, but knowing about them doesn't mean they actually buy them—higher prices, limited availability, and doubts about whether eco-claims are even true often get in the way. This matters because it shows that just raising awareness about sustainable products isn't enough; if we want more people to reduce plastic waste and pollution through their shopping choices, companies need to make green products cheaper, easier to find, and more trustworthy.
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