Authors: Samreen Sultana, Dr. Ch. Naresh, Dr. Chokkamreddy Prakash
Abstract: The growing emphasis on environmental sustainability has significantly influenced consumer purchasing behavior, particularly among Generation Z (Gen Z), who are increasingly recognized as environmentally conscious consumers. This study investigates the attitudes and preferences of Gen Z consumers toward eco-friendly products in South India. The primary objective is to examine the factors influencing their purchasing decisions and assess the role of environmental awareness, green attitudes, social media influence, and willingness to pay a premium in shaping purchase intentions. A quantitative research design was adopted, and primary data were collected from 213 Gen Z respondents using a structured questionnaire. The collected data were analyzed using descriptive statistics, correlation analysis, independent sample t-test, ANOVA, and multiple regression analysis. The findings reveal that Gen Z consumers exhibit positive attitudes toward eco-friendly products and demonstrate a strong sense of environmental responsibility. Environmental awareness and green attitudes were found to significantly influence purchase intentions, while social media emerged as an important source of information and motivation for sustainable consumption. The results also indicate significant demographic differences in consumer attitudes, particularly with respect to gender and income. Furthermore, consumers with higher environmental awareness reported a greater likelihood of purchasing eco-friendly products. The study concludes that Gen Z consumers in South India represent a promising market segment for sustainable products and that businesses should focus on green marketing strategies, environmental education, and affordable product offerings to encourage eco-friendly consumption. The findings contribute to the existing literature on green consumer behavior and provide practical insights for marketers, policymakers, and sustainability practitioners.
DOI: http://doi.org/10.5281/zenodo.20525109
