INSPECTING THE CONSEQUENCES OF THE GREEN MARKETING UTENSILS AND TOOLS TO CHECK THE PURCHASE INTENTION OF THE YOUNG ADULTS THROUGH THE MODERATING ROLE OF GREEN CONSCIOUS ATTITUDE: AN EMPIRICAL STUDY

Abstract

Environmental concerns have intensified global interest in eco-friendly practices and the development of green products. Although young consumers worldwide are increasingly inclined toward sustainable goods, evidence from developing countries like Pakistan shows a comparatively lower level of responsiveness. This highlights the need to examine the factors that influence their green purchasing behavior. This study examines the factors influencing young consumers’ intentions to purchase green products, with a focus on Generation Z (ages 13–28) and Generation Alpha (born 2010 and later). Data were collected from 251 respondents via online and printed questionnaires and analyzed using SPSS and SmartPLS. The findings indicate that green marketing tools are significantly associated with young consumers’ ecological concerns, and this relationship is strongly mediated by green-conscious attitudes. Authenticity, legitimacy, and transparency in green production further reinforce purchase intentions. This research underscores the pivotal roles of producers, marketers, and policymakers in fostering sustainable consumption through quality, affordable alternatives, and supportive incentives. Additionally, it advocates integrating environmental sustainability into educational curricula to cultivate long-term eco-friendly behaviors.

Keywords: Green Conscious, Green marketing tools, Generation Alpha. Green Environment Awareness, Generation Z, Purchase Intention