Research on the Influencing Mechanism and Marketing Strategies of Generation Z Consumers' Green Purchase Behavior——An Extended Study Based on the Theory of Planned Behavior

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摘要

With the enhancement of environmental awareness, green consumption has become a trend. As the main consumer group, Generation Z's green purchase behavior has attracted much attention. Based on the theory of planned behavior, this paper introduces variables of perceived value and social media influence, and explores the influencing mechanism of Generation Z's green purchase behavior through questionnaire survey and structural equation model. The results show that perceived value and social media influence have a significant positive impact on their green purchase behavior, and targeted marketing strategies are put forward accordingly.

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