Impact of Green Environmental Awareness, Knowledge, Product Trust, and Technological Factors on Youth Green Purchasing Intention

Abstract

Purpose: This research concentrates on the technological factors (perceived ease of use, perceived usefulness, and subjective social norms) that are influenced by adolescent green purchasing intention (GBI), as well as the dimensions of green environmental awareness, environmental knowledge, and green product trust. Design/Methodology/Approach: a survey was administered to 405 students from various Punjabi universities PLS Sem approach is used to analysis the data. Findings: The green intentions of young consumers are substantially and positively influenced by technological factors (perceived utility, perceived ease of use, and subjective social norms), green environmental awareness, and green environmental knowledge, as indicated by the results. The green intentions of young consumers are significantly influenced by the trust they have in green products and their green purchasing behaviour. Implications/Originality/Value: This study contributes to the existing corpus of knowledge regarding the intentions and actual consumption behaviours of younger consumers by employing a novel methodology to evaluate the impact of technological advancements and relational factors. The study has garnered the attention of researchers, decision-makers, CEOs, and specialists in both theory and practice, resulting in a substantial advancement in the field.