Determinants of Green Purchase Intention Among Young Turkish Adults: An Empirical Assessment of Social, Cognitive, and Individual Factors

Consumer decisions play an important role in shaping sustainable consumption outcomes. This study focuses on green purchase intention among young adult consumers in Turkey and examines how cognitive factors, social factors, and consumer individual characteristics are related to intention formation, with green loyalty considered as a moderating element. The data was obtained from 200 young adults via online surveys and though social networks commonly used in Turkey, and analyzed using partial least squares structural equation modeling (PLS-SEM). The analysis shows that green purchase intention varies in relation to these factor groups, and that green loyalty influences the way several relationships operate within the model. The study contributes to ongoing discussions in consumer behavior and sustainable marketing by providing context-specific evidence relevant to organizations aiming to encourage eco-friendly product choices and more responsible consumption among younger consumers. This study is grounded in consumer behavior theory and uses selected elements of the theory of planned behavior and the attitude–behavior–context framework to organize the analytical framework. The findings offer insights that are relevant for both academic research and marketing practice within a sustainable consumption context.