Green Branding and Generation Z: Shaping Sustainable Purchasing Decisions

Abstract

As environmental sustainability ascends the global agenda, corporations are increasingly adopting green branding strategies to align with evolving consumer expectations. Generation Z (born 1997-2012) represents a digitally native, environmentally conscious cohort whose purchasing decisions are shaped by ecological values. This study investigates the influence of green branding operationalised through eco-label credibility, green brand image, environmental advertising appeal, and green brand trust  on sustainable purchasing decisions among Generation Z consumers. Employing a quantitative, cross-sectional survey design with a sample of 280 Gen Z respondents drawn from urban and semi-urban Indian settings, the study applies Structural Equation Modelling (SEM) and multiple regression analysis to examine hypothesised relationships. Results indicate that green brand trust (beta = 0.41, p < 0.001) and eco-label credibility (beta = 0.33, p < 0.001) are the strongest predictors of sustainable purchasing decisions, while green brand image and environmental advertising appeal exert significant but comparatively moderate effects. The model explains 68.7% of the variance in sustainable purchasing decisions (R2 = 0.687). Findings contribute to green marketing theory and carry practical implications for brand managers targeting the Generation Z segment.