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 Pillai, Bhadra Thulaseedharan; Nagarathinam, Aishwarya; Bhagat, Shikha; Paramasivan, Senthilmurugan Title A name given to the resource SUSTAINABLE CHOICES, GENERATIONAL VOICES: UNRAVELING THE GREEN BUYING BEHAVIOR OF MILLENNIALS AND ZOOMERS USING THE THEORY OF PLANNED BEHAVIOR Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Journal of Environmental Science and Sustainable Development;Volume;9;Issue;1;pp.129-151 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.7454/jessd.v9i1.1413" target="_blank" rel="noreferrer noopener">https://doi.org/10.7454/jessd.v9i1.1413</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105039863968?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105039863968?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 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 Description An account of the resource 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. Subject The topic of the resource Ecological values; Environmental awareness; Perceived consumer effectiveness; Social influence stewardship model; Subjective norms Publisher An entity responsible for making the resource available School of Environmental Science, Universitas Indonesia Relation A related resource ISSN: 26556847; 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 All Open Access; Gold Open Access Format The file format, physical medium, or dimensions of the resource online