Influence of Green Products on Consumer Behavior in Gen Z

This paper explores how green products influence the buying behavior of Generation Z, who are known for their environmental awareness and support for sustainability. The study looks at how factors like environmental awareness, trust in eco-labels, perceived value, and social influences affect Gen Z’s intention to buy green products. By using both primary and secondary data, the research finds key patterns in responsible consumption. The results show that Gen Z expects brands to be transparent, use ethical sourcing, and communicate honestly, which strongly shapes their buying choices. Although Gen Z cares about the environment, their green buying habits are sometimes inconsistent. The study analyzes how awareness of green products, environmental attitudes, perceived green value, trust in green claims, price sensitivity, and social influence affect Gen Z’s intention to buy and actually purchase green products. Gen Z respondents completed a structured questionnaire, and the data were analyzed using descriptive statistics, reliability tests, and regression models. The results show that positive views on the environment, green value, and trust in eco-claims encourage green buying intentions, while high prices and low availability make it harder for intentions to turn into real purchases. The article suggests that marketers should focus on strong green branding, clear communication, and affordable prices to close the gap between Gen Z’s attitudes and their actual buying behavior.