Determining Factors Influencing Purchase Decision of Eco-Friendly Products among Filipino Generation Z Consumers

Abstract

Despite increasing environmental awareness, eco-friendly purchasing among youth remains inconsistent. This study examined the factors influencing eco-friendly product purchasing decisions among Filipino Generation Z consumers using the Theory of Planned Behavior and the Pro-Environmental Behavior Theory. The study analyzed the effects of attitudes, social norms, perceived behavioral control, education and eco-label awareness, green consciousness, green perceived value, and cultural values on eco-friendly product purchase. A descriptive-correlational research design was applied through an online survey of 500 Filipino Gen Z respondents aged 18–28 from different regions of the Philippines. The questionnaire consisted of demographic items and Likert-scale measures adapted from validated sources. Data were processed through the Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings revealed that education, eco-label awareness, green consciousness, and perceived green value significantly influenced attitudes, social norms, and perceived behavioral control. These variables significantly affected behavioral intention, which strongly predicted actual eco-friendly product purchase. Cultural values significantly affected attitudes and social norms, but had no significant effect on perceived behavioral control. The study provides practical implications for marketing strategies, environmental education, and policy development to promote sustainable consumption.

Keywords: Eco-friendly Products, Generation Z, Theory Of Planned Behavior, Pro-environmental Behavior Theory, PLS-SEM

DOI: 10.54941/ahfe1007599