MILLENNIALS VS. GEN Z: A COMPARATIVE STUDYONGREENPURCHASING BEHAVIOUR

AIM: This study compares the green purchasing behavior of Millennial's and GenZ, analyzing factors like environmental awareness, social responsibility, and marketingstrategies. Data from 114 respondents in Sriperumbudur was collected through surveys andinterviews using a mixed-methods approach. Statistical tests (Independent Samples T-Test &One-Way ANOVA) in SPSS showed no significant impact of age on green purchasing. Green marketing exposure had no major influence compared to traditional marketing. Millennials prioritize price and brand trust, while Gen Z follows social trends anddigital marketing. Social media and influencer marketing play a key role in promoting eco-friendlyproducts