Green Purchsing Behaviour among Generation Z Consumers in Kathmandu Valley

Purpose: The study attempts to examine the general perception regarding green products and determinants of green purchasing behavior. Subsequently, the purpose of this study is to examine the factors that influence green purchasing and general perception among Generation Z in Kathmandu valley. Design/Methodology/Approach: The causal comparative research design was employed in the study to investigate the causal link between determinants of green purchasing behavior. Data, gathered from 221 respondents through structured questionnaires distributed via KOBO toolbox, utilized convenience sampling. Quantitative analysis involved both descriptive and inferential statistics, employing the PLS-SEM method. Findings: The study finds environmental knowledge, government influence, and social influence have significant impact on green purchase behavior. However, environmental attitude, and environmental responsibility did not influence the green purchasing behavior of Gen Z in Kathmandu valley. Research Limitations/Implications: This study is limited to Generation Z in Kathmandu valley, utilizing cross-sectional data, which may restrict generalizability. Future research should explore the determinants of green purchasing behaviors. Nevertheless, the outcome of the study will assist all stakeholders, including policymakers and marketers in Kathmandu Valley. Practical Implication: The application of this study is extensive. The study's findings will assist businesses, marketers, policymakers, and environmental advocates. Understanding these factors can help businesses tailor their products, marketing strategies, and communication efforts to better appeal to this demographic, thereby increasing their market share in the growing green product market. Similarly, the study's findings can contribute to the promotion of sustainable consumption practices in Kathmandu Valley, aligning with global efforts to address environmental challenges. Originality/Value: To the best of the author’s knowledge, this study is one of the earliest studies to examine the relationship between green purchasing behavior among gen Z in Kathmandu valley by using PLS-SEM.