洗绿会冲淡Z世代的绿色购买意愿吗？

IF 13.3 1区管理学 Q1 BUSINESS

Business Strategy and The Environment Pub Date : 2025-07-08 DOI:10.1002/bse.70064

Francesca Di Pillo, Giulia Palombi, Serena Strazzullo

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引用次数: 0

摘要

Z世代通过推动气候行动主义、促进负责任的消费和参与政治话语，在推动可持续发展方面发挥着关键作用。然而，关于影响Z世代绿色购买意愿的因素的研究仍然有限，特别是关于绿洗观念在塑造这些决定中的作用。本研究扩展了计划行为理论（TPB）框架，将洗绿感知作为意大利Z世代消费者绿色购买意愿的关键决定因素。采用PLS‐SEM的定量方法来检验提出的假设。研究结果表明，城市规划结构对绿色购买意愿有积极的推动作用，而“洗绿”感知对绿色购买意愿有负面影响，可能抵消亲环境驱动因素的影响。这项研究为可持续消费者行为提供了有价值的见解，并为企业和政策制定者提供了实际意义，强调了透明和可信的可持续发展战略的必要性，以保持消费者的信任，鼓励真正的绿色消费。

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Does Greenwashing Wash Away Gen Z's Green Purchase Intention?

Gen Z is playing a key role in advancing sustainability efforts by driving climate activism, promoting responsible consumption, and engaging in political discourse. However, research on the factors influencing Gen Z's green purchase intentions remains limited, particularly regarding the role of greenwashing perception in shaping these decisions. This study expands the Theory of Planned Behavior (TPB) framework by incorporating greenwashing perception as a key determinant of green purchase intentions among Italian Gen Z consumers. A quantitative approach using PLS‐SEM is employed to test the proposed hypotheses. The results confirm that the TPB constructs positively drive green purchase intentions, while greenwashing perception has a negative impact, potentially counterbalancing the influence of pro‐environmental drivers. This study offers valuable insights into sustainable consumer behavior and provides practical implications for businesses and policymakers, emphasizing the need for transparent and credible sustainability strategies to maintain consumer trust and encourage genuine green consumption.

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来源期刊

Business Strategy and The Environment Multiple-

CiteScore

22.50

自引率

19.40%

发文量

336

期刊介绍： Business Strategy and the Environment (BSE) is a leading academic journal focused on business strategies for improving the natural environment. It publishes peer-reviewed research on various topics such as systems and standards, environmental performance, disclosure, eco-innovation, corporate environmental management tools, organizations and management, supply chains, circular economy, governance, green finance, industry sectors, and responses to climate change and other contemporary environmental issues. The journal aims to provide original contributions that enhance the understanding of sustainability in business. Its target audience includes academics, practitioners, business managers, and consultants. However, BSE does not accept papers on corporate social responsibility (CSR), as this topic is covered by its sibling journal Corporate Social Responsibility and Environmental Management. The journal is indexed in several databases and collections such as ABI/INFORM Collection, Agricultural & Environmental Science Database, BIOBASE, Emerald Management Reviews, GeoArchive, Environment Index, GEOBASE, INSPEC, Technology Collection, and Web of Science.