Evaluating the influence of government initiatives and social platforms on green practices of Gen Z: The mediating role of environmental awareness and consciousness


AGRAWAL Mini KALIA Prateek NEMA Priyanka ZIA Adil KAUR Kulvinder JOHN Hephzibah Beula

Year of publication 2023
Type Article in Periodical
Magazine / Source Cleaner and Responsible Consumption
MU Faculty or unit

Faculty of Economics and Administration

Web https://www.sciencedirect.com/science/article/pii/S2666784323000104
Doi http://dx.doi.org/10.1016/j.clrc.2023.100109
Keywords Environmental sustainability; Government initiatives; Social platform influence; Gen Z; Green practices
Attached files
Description The current study investigates the impact of environmental sustainability government initiatives (ESGI), social platform influence (SPI), environment awareness (EA), and environment consciousness (EC) on green practices (GP). Data were collected using a self-administered survey targeting Gen Z consumers. A total of 354 responses were analyzed using the partial least square structural equational modeling (PLS-SEM). The results reveal that SPI, EA, and EC have a significant positive impact on GP, while ESGI does not affect GP. The study also examines the mediating role of EC and EA in the adoption/implementation of green practices. Further, the moderating influence of gender was also found in the model. The study highlights the importance of SPI and its effect on the green practices of Gen Z, which will guide businesses and marketers in promoting their green initiative.

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