Do Price and Experience Matter? Perceptions of Egyptian Generation Z Towards Green Buying Behaviour

Khayal, Zeinab Amin El-Sayed; El-Menawy, Sara Mohamed Abdelaziz

doi:10.21608/caf.2024.349490

Do Price and Experience Matter? Perceptions of Egyptian Generation Z Towards Green Buying Behaviour

المؤلفون

¹ Faculty of Business Administration and International Trade Misr International University

² Future University in Egypt

10.21608/caf.2024.349490

المستخلص

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.

الكلمات الرئيسية