ANTECEDENTS OF GREEN PURCHASING BEHAVIOR AND SELECTION ATTRIBUTES OF GENERATION Y AND Z CONSUMERS
Date
2023-04
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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.
Description
This graduate research project entitled “Antecedents of green purchasing behavior and selection attributes of generation Y and Z consumers” is the survey-based research study. The primary objective of this to study the impact of antecedents of green purchasing behavior on green purchasing behavior of generations Y and Z.
Based on the literature review, different variables were identified. These variables are environmental responsibility, social influence, environmental concern, environmental attitude, government influence and selection attributes.
Keywords
GREEN PURCHASING BEHAVIOR, SELECTION ATTRIBUTES OF GENERATION Y AND Z