Green consumption behaviour among generation Z in India: Examining willingness to pay a premium
DOI:
https://doi.org/10.64171/JSRD.5.S1.59-63Keywords:
Generation Z, Green products, Willingness to pay, Environmental concern, Signaling theoryAbstract
Particularly among Generation Z in India, sustainability has become a major predictor of consumer conduct. Based on Signaling Theory, this research investigates the variables impacting their readiness to pay a premium for environmentally friendly items. Data was gathered via a structured questionnaire and examined using Partial Least Squares Structural Equation Modelling (PLS-SEM) employing a quantitative methodology. The study looks at how environmental worry, green future prediction, green perceived benefits, and green perceived quality affect the will to pay more for green products. The results show a notable positive impact from environmental concern, green future estimation, and green perceived quality; environmental concern is the most important predictor; green perceived benefits, however, exhibit no major effect. Though Generation Z consumers show great environmental awareness, their readiness to pay a premium is mostly motivated by perceived product quality and future sustainability expectations rather than by functional advantages alone. The study adds to green marketing literature by applying Signaling Theory in the Indian setting and offers practical advice for marketers and politicians to boost sustainable consumption via better product quality, efficient communication, and rival pricing methods.
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