Young consumers behaviour: The mediating role of brand trust in the effect of attitude towards sustainable products on purchase intention

In recent years, consumers have increasingly sought natural products to live more sustainably and healthily. Businesses have started to align their strategies with sustainability by emphasising that they produce natural products that are both beneficial for health and environmentally sustainable. The purpose of this study is to examine the effect of attitudes towards sustainable products on purchase intention by comparing the younger generation with other generations within the scope of demographic characteristics and to investigate the mediating role of brand trust in this relationship. In order to collect the necessary data, 460 Turkish consumers were surveyed. Hypotheses were tested with IBM SPSS Statistics 26 and IBM SPSS AMOS 23 software. It was found that young people's attitudes towards sustainable products, purchase intentions and brand trust levels were higher than other age groups and brand trust played a mediating role in the relationship between attitudes towards sustainable products and purchase intentions. It is thought that this study will provide insight into the theoretical approaches to consumer buying behaviour for researchers and academics and provide guidance for marketers in developing green marketing strategies to achieve optimum competitive advantage.