Factors affecting purchase intention of eco-friendly products by Malaysian Generation Z

The objective of this study is to examine the factors influencing Generation Z (Gen Z) consumers’ purchase intentions towards eco-friendly products in Malaysia. The theoretical framework integrates the theory of planned behaviour and the trust-based consumer decision-making model. The study explores six key factors including attitude, subjective norms, perceived behavioural control, brand image, trust and social media. A structured questionnaire distributed via social media platforms yielded 277 valid responses, analysed using SPSS. Results confirm the positive influence of all six factors, with trust mediating the relationship between brand image and purchase intention. This study offers factual proof of the strong influence that brand image has on Gen Z’s buying intentions, particularly for environmentally friendly products. These findings underscore the significance of credible branding and consumer trust in fostering sustainable consumption. This study, with the integration of two theories, provides valuable insights for businesses and policy-makers to promote eco-friendly practices and sustainable consumption among Gen Z consumers. This insight is valuable to marketers because it highlights the importance of not only building a positive brand image but also cultivating long-term trust and relationship with consumers. This study has emphasized that brands that successfully build trust are more likely to gain continued purchase intention from Gen Z consumers because of the mediating effect of trust between brand image and purchase intention.