Exploring ethical consumption of generation Z: theory of planned behaviour

Purpose This study aims to explore the factors that encourage Generation Z consumers turn an ethical purchase intention into behaviour. Theory of planned behaviour model is applied understand consumerism. Design/methodology/approach Qualitative method in form 18 semi-structured interviews was conducted on participants aged within cohort UK. Findings Research findings show has strong awareness and desire towards environmental issues. Driven main by cohorts unlimited exposure social media platforms online resources where information shared. Z’s frugality limits them truly ethically their current life stage. Financial aspirations from this target market suggest a future high value items. Further trends discovered highlighted sustainable lifestyle choices generation. Recycling, diet reduced consumption clothing were expressed. The paper highlights are aware issues prevalent society doing what they can at stage make positive impact. Practical implications research valuable for both academics marketers. It provides new insights scholars understanding decision-making consumption. successfully Planned Behaviour generational consumer assist practitioners determine effective marketing strategies persuade act ethically. also be considered when dealing with government legislation tackling change younger population as appeared important factor researched consumers. Marketers should consider digital influencers part communication campaigns targeting users. Originality/value search offers contribution academic incorporating TPB framework.