Do Price and Experience Matter? Perceptions of Egyptian Generation Z Towards Green Buying Behaviour | ||||
| التجارة والتمويل | ||||
| Volume 44, Issue 1, March 2024, Page 80-116 PDF (1.24 MB) | ||||
| DOI: 10.21608/caf.2024.349490 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
Zeinab Amin El-Sayed Khayal 1; Sara Mohamed Abdelaziz El-Menawy2
| ||||
| 1Faculty of Business Administration and International Trade Misr International University | ||||
| 2Future University in Egypt | ||||
| Abstract | ||||
| This research delves into the green buying behaviour of Egypt's Generation Z, a demographic with evolving environmental awareness and purchasing habits. We explore the potential of "Green Products," a sustainable product line, to resonate with this generation. Green Products minimize environmental impact throughout their lifecycle, prioritizing resource efficiency and waste reduction. The research investigated the link between Gen Z's perception of green products' value proposition (including price) and their inclination towards eco-friendly purchases. Furthermore, it examines whether this value perception moderates the relationship between green buying and past experiences with such products. Employing a cross-sectional design, the study gathered data through a digital survey on Google Forms, reaching 469 respondents. Smart-PLS software was then used to analyze the proposed hypotheses. The findings reveal a significant influence of factors such as green brand awareness, trust, image, and perceived benefits on Gen Z's green buying behaviour. Additionally, positive experiences with green products directly encourage further eco-conscious purchases. Interestingly, the study did not find evidence that price value moderates this relationship. This research offers valuable insights for a variety of stakeholders. Marketers, consumers, and industry practitioners can benefit from this knowledge. Significantly, the study provides the first empirical evidence of Gen Z's perceptions towards green buying behaviour within the Egyptian market. This information equips marketing managers in Egypt to refine their target audience and develop green products specifically tailored to their Egyptian customers' preferences. | ||||
| Keywords | ||||
| Green Buying Behaviour; Generation Z Perceptions; Green Product Experience; Price Value; Green Brand Awareness; Green Perceived Benefits; Green Brand Trust; Green Brand Image; Egypt | ||||
|
Statistics Article View: 535 PDF Download: 431 |
||||
