Which is the “green generation”? A multigroup analysis of millennials and Generation Z’s green consumerism

Purpose This study aimed to investigate how components of green marketing mix (GMM), green product (GPD), green price (GPC), green place (GPL) and green promotion (GPM) influence consumer attitudes (ATT), subjective norms (SNM), perceived behavioural control (PBC) and purchase intention (PI) and finally green consumerism (GCM). Design/methodology/approach Using Smart PLS 4 software and PLS-SEM approach, data were analysed for structural relationships among the components of GMM, ATT, SNM, PBC, PI and GCM. The model evaluates hypotheses linking GPD, GPC, GPL and GPM to ATT, SNM and PBC and examines how ATT, SNM and PBC affect PI and GCM. Findings The study revealed that GMM, as a higher-order construct, positively impacts ATT, SNM and PBC, while ATT, SNM and PBC partially mediate the relation between GMM and PI. PI then ultimately results in GCM. The multigroup analysis indicated there is no significant difference between the age groups examined. Research limitations/implications The study may not generalize to all industries or regions. Future research could explore additional factors like cultural or technological influences, and longitudinal studies may be conducted. Practical implications As environmental concerns grow, marketers should focus on consumer attitudes towards green products. Aligning green attributes with consumer values, transparent pricing and multi-channel communication can enhance ATT, SNM and PBC over green purchases, fostering acceptance and intention. Social implications While the findings promote GCM, their broader impact is contingent on genuine environmental practices. Without systemic changes in production and policy, GCM risks perpetuating superficial sustainability narratives. Originality/value This study advances the field by investigating how GMM influences purchase intentions (PI) among India’s urban Millennials and Generation Z, two generations pivotal to shaping sustainable consumption trends in a high-pollution economy.