Exploring Gen Z’s Sustainability Mindset: A Hierarchical SEM Analysis of Behavioral Intentions and the Moderating Role of Social Media Influence

Abstract

This research explores the psychological and contextual foundations of the sustainability mindset of Generation Z, by studying the effects of the underpinning driver factors on green behavioural outcomes. Based on the TPB and VBN framework, a hierarchical conceptual model was constructed that included both reflective and formative constructs. Environmental Knowledge, Sustainability Values, and Eco-Attitudes were modelled as first-order reflective constructs under Foundational Sustainability Drivers, Green Behavioural Intention mediated, and Conscious Consumption modelled as a second-order formative with 3 reflective dimensions -- Conscious Consumption Behaviour, Environmental Responsibility, and Willingness to Act. Moderating effect of Social Media Influence between Green Behavioural Intention and Conscious Consumption relationship was tested. A structured questionnaire administered to 436 Generation Z respondents and PLS-SEM was done using ADANCO. The developed model accounted for 64.5 percent and 47.0 percent of the variance of the Green Behavioural Intention and Green Behavioural Outcome, respectively. The findings indicated that Foundational Sustainability Drivers significantly affected Green Behavioural Intention that consequently had a strong impact on Green Behavioural Outcome while Social Media Influence negatively and significantly moderated the relationship above. The results affirm the power of the hierarchical SEM methodology and provide useful information for the policymakers, educators, and marketers as they aim to introduce sustainability plans that match the values, behaviours, and digital interaction patterns of Z Generation.