Green is the new Black: Exploring how ethical obligation, GeWOM, and convenience shape Metro Manila Gen Z’s green purchase behavior
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ID: 286760
2023
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Abstract
This research aims to explore the factors that influence the purchase intention of Generation Z consumers toward locally manufactured green personal care products. Focusing on the anteceding role of ethical obligation, green word-of-mouth, and perceived convenience on the determinants of purchase intention, this research employs the Theory of Planned Behavior (TPB), which provides a comprehensive framework for understanding how behavioral, normative, and control beliefs of the respondents influence purchase intention for green products.
The researcher collected data from n=458 Generation Z consumers who are residing, working, or studying in Metro Manila. The participants of this study are between the ages of 18 and 28 throughout 2023. A mixed-method approach was employed and the data collected from a web-based survey were subjected to a statistical analysis using PLS-SEM.
The analysis confirms key associations: Ethical Obligation affects Attitude, Green Electronic Word-of-Mouth influences Subjective Norms, and Perceived Convenience correlates with Perceived Behavioral Control. While Attitude and Subjective Norms display weaker links to Purchase Intention, Perceived Behavioral Control emerges as the strongest predictor.
The current study proposes a heightened information campaign through strategic brand partnerships, influencer collaborations, and initiatives for user-generated content. Feedback integration, social listening, optimizing digital platforms, and improving evaluation, transaction, and post-purchase convenience are also recommended. For future studies, the researcher recommends exploring additional generational cohorts, expanding the geographical scope, conducting cross-cultural analyses, and investigating specific subcategories within the green personal care industry.
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| Authors | Garcia, Gino Ray N. |
| Journal | Malay Journal |
| Year | 2023 |
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| Keywords | Keywords not found |
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