THE RELATIONSHIP BETWEEN KEY DETERMINANTS AND GEN Z’S INTENTION TO PURCHASE SUSTAINABLE PRODUCTS

Lim En Tong, Zuroni Md Jusoh and Norzalina Zainudin

Abstract

Abstract
Sustainable production and consumption have become top priorities for
organisations, societies, and governments worldwide. Among consumers, Generation
Z shows a growing interest in purchasing sustainable products. Therefore, this study
aims to examine the relationship between key determinants: previous purchase
experience, attitude, subjective norm, perceived behavioural control, and
environmental concern with Gen Z’s intention to purchase sustainable products. A
structured questionnaire was distributed via Google Forms to respondents born
between 1997 and 2005, resulting in 200 participants. The collected data were
analysed using the Statistical Package for the Social Sciences (SPSS) version 26.0.
Descriptive analysis, reliability analysis, and Pearson’s correlation analysis were
conducted. The findings reveal that all five determinants, previous purchase
experience, attitude, subjective norm, perceived behavioural control, and
environmental concern, are significantly associated with Generation Z’s intention to
purchase sustainable products. These results provide valuable insights for companies
tailoring their marketing strategies to enhance Generation Z’s willingness to purchase
sustainable products. Overall, the study enhances the understanding of consumer
purchase intentions for sustainable products and reinforces the applicability of the
Theory of Planned Behaviour (TPB) in the sustainability context.
Keywords: Sustainable products, Generation Z, Purchase intention, Theory of
Planned Behaviour (TPB), Environmental concern