ItemArticle

SUSTAINABLE CHOICES, GENERATIONAL VOICES: UNRAVELING THE GREEN BUYING BEHAVIOR OF MILLENNIALS AND ZOOMERS USING THE THEORY OF PLANNED BEHAVIOR

Title
SUSTAINABLE CHOICES, GENERATIONAL VOICES: UNRAVELING THE GREEN BUYING BEHAVIOR OF MILLENNIALS AND ZOOMERS USING THE THEORY OF PLANNED BEHAVIOR
Creator
Pillai, Bhadra Thulaseedharan; Nagarathinam, Aishwarya; Bhagat, Shikha; Paramasivan, Senthilmurugan
Description
Younger generations have begun to change their purchasing behaviour in response to growing environmental concerns and global sustainability efforts. This research evaluates the eco-friendly shopping habits of Zoomers (born 19972012) and Millennials (born 19811996) in India. The research employs the Theory of Planned Behaviour (TPB) to analyse how the stewardship model, subjective norms, perceived consumer effectiveness, environmental attitudes and ecological values influence green product buying behaviour. A quantitative research design was adopted, and data were collected from 391 respondents across urban, semi-urban, and rural regions using a structured questionnaire. The relationship between the constructs were examined using structural equation modelling (SEM). The results indicate that environmental awareness (? = 0.558) has a strong positive influence on green purchasing behaviour, followed by social influence (? = 0.225). Environmental awareness is significantly driven by attitude towards the environment (? = 0.430) and ecological values (? = 0.356). Social influence is primarily driven by subjective norms (? = 0.338) and perceived consumer effectiveness (? = 0.187), whereas stewardship orientation has a negligible effect (? = 0.025). The model explains 50.7% of the variance in green purchasing behaviour (R = 0.507), 51.1% in environmental awareness (R = 0.511), and 28.4% in social influence (R = 0.284). The findings confirm the presence of an attitudebehaviour gap, where positive environmental attitudes do not consistently translate into actual purchasing behaviour because of various influences such as price sensitivity and the non-existence of sustainable products. This study contributes to the literature by extending TPB through the inclusion of ecological and social mediators and by providing comparative insights into generational differences in an emerging market context. The results provide useful implications for marketers and policymakers to create focused strategies that encourage sustainable consumption. 2026, School of Environmental Science, Universitas Indonesia. All rights reserved.
Source
Journal of Environmental Science and Sustainable Development;Volume;9;Issue;1;pp.129-151
Date
01-01-2026
Publisher
School of Environmental Science, Universitas Indonesia
Subject
Ecological values; Environmental awareness; Perceived consumer effectiveness; Social influence stewardship model; Subjective norms
Coverage
Pillai B.T., School of Business and Management, Christ University, Karnataka, Bangalore, 560076, India; Nagarathinam A., School of Business and Management, Christ University, Karnataka, Bangalore, 560076, India; Bhagat S., School of Business and Management, Christ University, Karnataka, Bangalore, 560076, India; Paramasivan S., School of Business and Management, Christ University, Karnataka, Bangalore, 560076, India
Rights
All Open Access; Gold Open Access
Relation
ISSN: 26556847;
Format
online
Language
English
Type
Article

Citation

Pillai, Bhadra Thulaseedharan; Nagarathinam, Aishwarya; Bhagat, Shikha; Paramasivan, Senthilmurugan, “SUSTAINABLE CHOICES, GENERATIONAL VOICES: UNRAVELING THE GREEN BUYING BEHAVIOR OF MILLENNIALS AND ZOOMERS USING THE THEORY OF PLANNED BEHAVIOR,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/23761.

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