GENERATION Z’S PRO-ENVIRONMENTAL BEHAVIOUR

A review of research conducted since the 20th century indicates that there has been a rise in environmental consciousness among consumers. Nevertheless, there is a paucity of evidence to suggest that this has had any impact on purchasing behaviour. The significant presence of Generation Z as a demographic of consumers and their strong eco-awareness have the potential to reshape consumption patterns, necessitating a detailed study. This research examines the relationship between environmental intentions and purchasing behaviour within Generation Z, proposing two hypotheses. It can be demonstrated that socio-economic factors exert a significant influence on both environmental intentions and actions. The interrelations between variables were analyzed using a range of statistical methods. The respondents’ views on environmental impact, purchasing habits, and resource conservation were assessed using a Likert scale. A distributional analysis and dependency tests were conducted, with the results presented in descriptive statistics. Currently, environmental challenges are of paramount importance. The promotion of responsible consumption is in alignment with ecological principles, a key focus for scholars and practitioners alike. Generation Z’s pro-environmental intentions are reflected in their actual purchasing behaviours, with women exhibiting stronger pro-environmental attitudes. Consequently, it is of paramount importance to enhance environmental education.