Antecedents to Green Personal Care Product Purchase Intention Among Gen Z Consumers from India

This study aims to investigate the antecedents to ‘green personal care product’ (GPCP) awareness and purchase intention. Based on the theory of planned behavior (TPB) and sustainable consumption (SC), a conceptual model is developed and tested. Data collected from 455 Gen Z consumers from India were analyzed using structural equation modeling. The results confirmed a positive association of subjective norms, perceived behavioral control (PBC), and social media influence with attitude towards GPCPs. The findings indicate that attitude and health consciousness are positively associated with awareness, which in turn leads to purchase intention. Further, the findings support the positive role of environmental consciousness in driving consumers to engage in pro-environmental behavior. This study underscores the importance of health consciousness and environmental consciousness in driving individuals to engage in green purchase behavior. The findings from this study provide valuable insights into an individual’s attitude towards GPCPs and awareness of GPCPs, especially in the context of environmental sustainability. This study recommends actionable strategies to policymakers and marketers to advertise the benefits of consuming healthy products. The implications for theory and practice are discussed.