Green marketing and purchase intent among centennials and millennials who shop online
DOI:
https://doi.org/10.53732/rccsociales/e8832Keywords:
marketing, e-commerce, sustainable development, brand image, consumer preferences, youthAbstract
The present study analyses the impact of green marketing on the purchase intention of the centennial and millennial segments who shop online in Lima. A quantitative approach was adopted, with a non-experimental, cross-sectional design and a correlational-causal scope, employing structural equation models through partial least squares (PLS-SEM). The population consisted of 180 residents of Metropolitan Lima who purchase green products through digital platforms. Data collection was conducted between May and June 2025 using an online structured questionnaire of 15 items, administered through Google Forms and measured with a five-point Likert scale. The results show that all the proposed relationships are statistically significant (p < 0.05). The perceived green value positions itself as the main predictor of purchase intention (β = 0.525), followed by environmental awareness (β = 0.297) and ecological innovation (β = 0.179). Overall, the findings confirm that green marketing significantly influences the sustainable purchasing behaviour of young digital consumers, providing relevant evidence for the design of business strategies orientated towards sustainability in emerging markets.
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Copyright (c) 2026 Leslie Maribel Cajahuaringa Melendez, Sebastián Jiménez Dulanto, Shelby Hubert Ramos Serrano
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