Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Uikey, Ashish Ashok; Baber, Ruturaj; Baber, Prerana; Marak, Zericho R.; Mishra, Devvandya Title A name given to the resource Which is the green generation? Amultigroup analysis of millennials and Generation Zs green consumerism Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived British Food Journal; Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/BFJ-12-2024-1266" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/BFJ-12-2024-1266</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105014888733?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105014888733?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Uikey A.A., Symbiosis Centre for Management Studies, Nagpur Campus, Symbiosis International (Deemed University), Pune, India; Baber R., CHRIST University, Bengaluru, India; Baber P., Symbiosis Law School, Noida, Symbiosis International (Deemed University Pune), Pune, India; Marak Z.R., Symbiosis Centre for Management Studies, Nagpur Campus, Symbiosis International (Deemed University), Pune, India; Mishra D., Jaipuria Institute of Management Jaipur Campus, Jaipur, India Description An account of the resource Purpose This study aimed to investigate how components of green marketing mix (GMM), green product (GPD), green price (GPC), green place (GPL) and green promotion (GPM) influence consumer attitudes (ATT), subjective norms (SNM), perceived behavioural control (PBC) and purchase intention (PI) and finally green consumerism (GCM). Design/methodology/approach Using Smart PLS 4 software and PLS-SEM approach, data were analysed for structural relationships among the components of GMM, ATT, SNM, PBC, PI and GCM. The model evaluates hypotheses linking GPD, GPC, GPL and GPM to ATT, SNM and PBC and examines how ATT, SNM and PBC affect PI and GCM. Findings The study revealed that GMM, as a higher-order construct, positively impacts ATT, SNM and PBC, while ATT, SNM and PBC partially mediate the relation between GMM and PI. PI then ultimately results in GCM. The multigroup analysis indicated there is no significant difference between the age groups examined. Research limitations/implications The study may not generalize to all industries or regions. Future research could explore additional factors like cultural or technological influences, and longitudinal studies may be conducted. Practical implications As environmental concerns grow, marketers should focus on consumer attitudes towards green products. Aligning green attributes with consumer values, transparent pricing and multi-channel communication can enhance ATT, SNM and PBC over green purchases, fostering acceptance and intention. Social implications While the findings promote GCM, their broader impact is contingent on genuine environmental practices. Without systemic changes in production and policy, GCM risks perpetuating superficial sustainability narratives. Originality/value This study advances the field by investigating how GMM influences purchase intentions (PI) among Indias urban Millennials and Generation Z, two generations pivotal to shaping sustainable consumption trends in a high-pollution economy. 2025 Emerald Publishing Limited Subject The topic of the resource Green consumerism; Green marketing; Green marketing mix; Green purchase intention; Sustainability; Sustainable development goals; Theory of planned behaviour Publisher An entity responsible for making the resource available Emerald Publishing Relation A related resource ISSN: 0007070X; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online