Chapter 11: Decoding Gen Z Green Purchase Behavior in India by Exploring Green Attitude, Green Customer Perceived Value, and Green Marketing Mix

This study aims to explore how Green Attitudes, Green Customer Perceived Value, and the Green Marketing Mix influence the Green Purchasing Behavior of Generation Z consumers in India, with a special focus on the moderating role of Social Media. Grounded in the Attitude-Behavior Context (ABC) theory, the research develops a comprehensive theoretical framework and gathers data through a survey of environmentally conscious Gen Z individuals in various urban areas across India. Structural Equation Modeling (SEM) is utilized for precise data analysis. The results indicate a strong positive relationship between Green Attitudes, Green Customer Perceived Value, the Green Marketing Mix, and the Green Purchase Behavior of Gen Z, with Social Media playing a significant moderating role in this relationship. The findings are practically relevant for academics, researchers, and marketers, as they provide a deeper understanding of Gen Z's environmentally conscious purchasing behaviors, which can inform effective green marketing strategies and contribute to a sustainable competitive edge in the Indian market. This study is unique in its focus on Gen Z consumers in India, integrating the 4Ps of Green Marketing Mix and Social Media as a moderating factor, thereby offering new perspectives on the dynamics of green consumerism among this demographic.