A Conceptual Framework of Sustainable Marketing: Factors Shaping Generation Z’s Green Purchase Intention toward Bottle Tumblers

Environmental sustainability became a worldwide issue, leading businesses and consumers alike to reconsider their role in advocating for environmentally considerate behaviors. In such an environment, sustainable marketing plays an overriding impact on the trajectory of consumer behavior toward sustainable offerings. Through such a conceptual paper, an outline for the drivers of Generation Z’s purchase intent toward the green direction is presented with particular focus on reusable bottle tumblers. Generation Z, with their digital interconnectivity and rising ecological awareness, creates a target population for the formation of sustainable consumption behaviors. In virtue of theories of sustainability and models of consumer behavior, the present study integrates psychological, social, and behavioral variables such as environmental awareness, perceived ability among consumers, social pressure, and attitudes toward sustainable products. In distinction from empirical studies, the focus herein is on integration for purposes of highlighting the sustainable marketing inclinations toward environmentally considerate purchase behaviors. The conceptual outline presented herein not only develops the scholarship but also provides practical applications for businesses and policymakers who wish for marketing strategies for environmentally considerate consumers. Through the positioning of Generation Z as change agents, the study highlights the strategic value of sustainable marketing for the realization of sustainable purchase behaviors through the consumption of reusable bottle tumblers.