Sustainable Consumption in Generation Z: The Role of Environmental Perception, Purchase Decision, and Gender Moderation

ABSTRACT Sustainable consumption has gained increasing attention in marketing, particularly among Generation Z, who are often viewed as environmentally conscious consumers. However, the mechanisms linking environmental perception to sustainable purchasing behaviors remain underexplored, especially in Southern European contexts such as Portugal. This study contributes to filling that gap by examining how environmental perception influences buying decisions and the purchasing frequency of sustainable products among Portuguese Generation Z consumers. A quantitative study was conducted using an online survey of 191 respondents, and the data were analyzed using structural equation modeling (PLS‐SEM). The findings show that environmental perception positively affects buying decisions, which subsequently increase the frequency of sustainable purchases, an important factor in consolidating long‐term sustainable habits. Notably, gender did not moderate these relationships, suggesting that it may not have played a differentiating role in this sample and context. This noneffect contributes to the literature by suggesting that gender‐based differences in green behavior may be less pronounced in this specific generational and national context. The study offers theoretical and practical insights by demonstrating the relevance of enhancing environmental perception to foster sustainable choices. These results also inform marketing strategies and public policies aimed at promoting responsible consumption, while providing a basis for cross‐country comparisons in future research.