Study of Factors Influencing Eco-label Purchase Behaviour of Gen Z Consumers in Guangdong, China
DOI:
https://doi.org/10.54097/pjd6au29Keywords:
Gen Z consumers, eco-label purchase behavior, environmental awareness, product quality, price, brand image, social influence.Abstract
With the rise of the millennial generation, Gen Z consumers have become an important force in the Chinese market. This study focuses on the factors influencing their eco-label purchase behavior in Guangdong, China. Through literature review and interviews with Gen Z consumers, the research finds that factors such as environmental awareness, product quality, price, brand image, and social influence all play a role in their eco-label purchase behavior. In particular, environmental awareness and brand image have a significant positive impact on their purchase decision. Price is a crucial factor, but its impact is negative. The results of this study provide valuable insights for manufacturers and marketers to better understand Gen Z consumers' eco-label purchase behavior and develop targeted marketing strategies.
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References
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