ANTECEDENTS OF GREEN PURCHASING BEHAVIOR AND SELECTION ATTRIBUTES OF GENERATION Y AND Z CONSUMERS

Abstract

The gap in the literature is that there is limited understanding of the green purchasing behavior antecedents among generation’s Y and Zconsumers, and there is limited research on this generation’s selection attributes related to green purchasing when making eco-friendly (green) purchases decisions. Similarly, no in-depth study has been done on Nepal to figure out what makes people buy green products and how they choose them. Hence, this research aims to close that knowledge gap by identifying the factors that influence Gen Y and Gen Z consumers' behavior while making green purchasing.