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Drivers of Purchase Intentions of Generation Z on Eco-Products

Author

Listed:
  • Alina Filip

    (Faculty of Marketing, Department of Marketing, Bucharest University of Economic Studies, 010374 Bucharest, Romania)

  • Alin Stancu

    (Faculty of Marketing, Department of Marketing, Bucharest University of Economic Studies, 010374 Bucharest, Romania)

  • Lucian-Florin Onișor

    (Faculty of Marketing, Department of Marketing, Bucharest University of Economic Studies, 010374 Bucharest, Romania)

  • Oana Cristina Mogoș

    (Faculty of Marketing, Department of Marketing, Bucharest University of Economic Studies, 010374 Bucharest, Romania)

  • Ștefan-Alexandru Catană

    (Faculty of Business and Administration, Department of Business Administration, University of Bucharest, 030167 Bucharest, Romania)

  • Dumitru Goldbach

    (Department of Science and Engineering, Valahia University of Targoviste, 130004 Târgoviște, Romania)

Abstract

Concerns about environmental protection and sustainable consumption increased among Generation Z, as a consequence of more perceived risks emerging in the context of climate change and depletion of natural resources. The aim of the present research was to identify the main factors that influence the intention to purchase eco-products among the young generation. Quantitative marketing research was carried out on a sample of 269 Gen Z. The research results proved that purchasing intention for eco-products is strongly influenced by the perceived quality of environmentally friendly products, consumer consciousness about eco-products, perceived value of green products, and consumer trust in ecological products. Lower influences were recorded in terms of perceived price and perceived availability of eco-products, with improved total effects when considering the mediating role of eco-trust. Consequently, the provision of eco-products could lead to image benefits for organizations.

Suggested Citation

  • Alina Filip & Alin Stancu & Lucian-Florin Onișor & Oana Cristina Mogoș & Ștefan-Alexandru Catană & Dumitru Goldbach, 2025. "Drivers of Purchase Intentions of Generation Z on Eco-Products," Sustainability, MDPI, vol. 17(2), pages 1-15, January.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:2:p:629-:d:1567482
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