Factors Influencing Green Consumption Behavior Among Youth: Towards a Sustainable Future and a Greener Quality of Life

Abstract

This study examines the factors influencing green consumption behavior of young people, contributing to promoting sustainable development and green quality of life. Based on Ajzen's Theory of Planned Behavior (TPB), the model integrates the following factors: attitude (TD), subjective norms (CQ), perceived behavioral control (KS), intention (YD) and green consumption behavior (HV), while adding the variable of environmental concern to enhance explanatory power. Data were collected from 125 online surveys, analyzed using PLS-SEM with SeminR tool. The results show that TD and CQ positively affect YD and indirectly affect HV, while KS and environmental concern have no significant effect - different from some previous studies. The study contributes to expanding the theory and providing practical implications for policies to encourage green lifestyles among young people.