A Study on Intentions of Generation Z Consumers to Buy Recyclable Products

Abstract

Although consumers generally have a positive attitude towards recycled products, purchases of such products remain relatively low compared to the total volume of goods sold globally. This study seeks to add to the limited research literature on consumer attitudes and intentions with respect to purchasing recyclable products. In particular, we focus on Theory of Planned Behavior factors affecting recyclable product purchasing behavior of Generation Z consumers in the province of Iğdır in Türkiye. In addition, this study examines inclusion of an additional potential recyclable product purchase intentions antecedent, “receptivity to green advertising.” Data collected from the participants by questionnaire method were analyzed using Smart PLS4 and SPSS 26 programs. Our findings revealed that two theory of planned behavior antecedents (attitudes and perceived behavioral control) positively predicted Generation Z recyclable product purchase intentions, but the effect of subjective norms was not statistically significant. Moreover, “receptivity to green advertising” was positively associated with increased purchase intentions.

Keywords

• sustainable marketing
• recyclable product
• purchasing behavior
• generation z
• türkiye
• iğdır