Toward a Greener Horizon: Unraveling the Links Among Environmental Awareness, Consumption Values, and Packaging in Consumer Decision Making

This study explores the complex relationships among environmental knowledge, green consumption values, green packaging, and the green purchase intentions of Generation Z consumers. Using a positivist research approach and structural equation modeling with smart partial least squares (PLS) 4.0 and SPSS V.25, the study analyzed 496 valid responses obtained through snow ball and purposive random sampling. While the research identified a positive association between green consumption values and green purchase intentions, no direct relationship was found between environmental knowledge and green purchasing. Notably, the study highlights the mediating role of attitude in influencing the relationships among environmental knowledge, green consumption values, and green packaging with respect to purchase intentions. This pioneering research enhances the understanding of green marketing perception, ecofriendly behavior, and environmental sustainability in developing countries, particularly in Bangladesh. Given the limited research in this area, especially among Generation Z consumers, the study advocates for increased awareness and the implementation of empowerment strategies by businesses to promote sustainable practices and advance environmental sustainability. Practically, the findings of this study also provide insightful practical insights for Bangladeshi fast-moving consumer goods (FMGC) companies and potentially for similar companies in other emerging countries. Furthermore, the findings have several theoretical ramifications that touch on the areas of consumer behavior theory, sustainability theory, corporate social responsibility theory, and the theory of planned behavior.