Quantitative analysis shows that green marketing orientation drives green brand awareness and satisfaction in Gen Z, indicating the crucial role of emotional connection.
Key Points
Green marketing orientation positively influences sustainable consumer behavior in Generation Z.
Both green brand awareness and psychological satisfaction serve as significant mediators in this relationship.
The study utilized Structural Equation Modeling (SEM) to analyze data from 210 respondents.
Findings underline the importance of brand perception and emotional connection in eco-conscious fashion choices.