The Influence of Environmental Awareness on Eco-Conscious Purchasing Behavior Among Generation Z Consumers in Kenya: An Empirical Study

This study investigated the influence of environmental awareness on the eco-conscious purchasing behavior of Generation Z consumers in Kenya. A descriptive research design was employed, and primary data was collected through a Google questionnaire distributed to 102 Generation Z consumers. Descriptive and inferential statistics was used to analyze the data and identify the significant factors influencing green purchase intentions. The study revealed that environmental impact was a key factor in shaping eco- conscious purchasing behavior, with a moderate correlation indicating that environmental considerations accounted for a notable portion of the variance in purchase intentions. Additionally, the research found that cost acted as a barrier to eco-friendly purchasing, suggesting that price perceptions significantly influenced consumer decisions. Awareness of eco-friendly products was also a crucial factor, as it further explained the consumers' purchasing intentions. The findings underscored the importance of environmental impact, cost, and awareness in shaping the eco-conscious purchasing behavior of Generation Z in Kenya. This study contributed to the growing body of literature on consumer behavior and sustainability, offering valuable insights for businesses seeking to promote green products in Kenya. The implications of this research are significant for various stakeholders, including academia, industry, and business practitioners. For academia, the study expanded knowledge on the factors influencing sustainable consumption behaviors, while for industry and businesses, it highlighted the importance of addressing cost concerns and promoting environmental awareness. The study also provided actionable insights for policymakers aiming to encourage sustainable consumption patterns among Kenyan consumers.