Examining antecedents to Generation Z consumers’ green purchase intentions: the role of product categories

Purpose The purpose of this paper is to examine the influence of environmental concern, perceived consumer effectiveness (PCE), green self-identity and social influence on Danish Generation Z consumers’ green purchase intention across three product categories: food, clothing and mobile phones. Design/methodology/approach Data were collected through convenience sampling, asking undergraduate students in a quantitative data analysis class at the University of Southern Denmark to share a link to the online survey via mail and through their social media platforms. This study includes 287 usable cases. Structural equation modeling (AMOS) was used to test the suggested relationships. Findings The results show that environmental concern, PCE, green self-identity and social influence positively relate to Danish Generation Z consumers’ green purchase intentions. However, results also suggest that the influence of the different factors varies across product categories. Practical implications The results show that marketers must refine their understanding of what guides green consumption, as the factors leading to green purchase intention vary across product categories. Therefore, practitioners need a deeper understanding of their specific category. The results offer insight into food, clothing and mobile phones. Originality/value To the best of the authors’ knowledge, this is one of the first studies investigating the antecedents to green purchase intentions across product categories.