This study aimed to establish the relationship between environmental awareness and eco-conscious consumer behaviour of Gen Z individuals. The research used a descriptive design through a Google questionnaire to gather data from 102 Generation Z consumers. The statistical methods – both descriptive and inferential were used on the collected data to determine which factors could have the greatest influence on a consumer's green purchasing decisions. The study revealed that environmental impact was an important factor in influencing appeals to eco-conscious buying behaviour, which was realised through a moderate correlation showing that environmental determinants accounted substantially for the variability in purchase intentions. In addition, it was revealed that cost acted as a great barrier to buying eco-friendly products, a factor that suggested that cost was a significant driving force in buying behaviour. Consumer awareness of eco-friendly products was also obtained as the decisive factor in the study, helping to clarify their willingness to purchase such goods. Research revealed that the eco-conscious purchasing tendency of Gen Z is dominated by the environmental effects of products, affordability, and general awareness of eco-friendly products. Previous studies expanded our insights into consumer behaviour regarding sustainability: our work presents actionable directions for companies aiming at students with products that are pleasing to the environment. The results of this research are of considerable importance to various stakeholders, including academia, industry experts, and business practitioners. The research made a contribution to scholarly comprehension of behavioural determinants for sustainable consumption and provided practical guidance to industry and businesses on how to contain costs and promote environmental consciousness. Moreover, this examination provided policymakers with useful strategies to facilitate the adoption of sustainable consumption practices among student consumers.
Ghafari et al. (2025) studied this question.