Sarinya L. Suttharattanagul
Nisit Manotungvorapun- School of Business Administration, Bangkok University, Bangkok, Thailand
In recent years, sustainability has been receiving attention across various academic disciplines and businesses, particularly in consumer behavior. However, limited studies employ the sociological perspective and brand image to understand how sustainable consumption can lead to purchase decisions. By drawing upon a synthesis of existing literature, this study explores an integrated model with social aspects, branding, and quality perception to examine the relationship between sustainability consumption value and purchase intentions. A quantitative approach is adopted to investigate this relationship among Thai Gen Z respondents. An online survey was conducted by a non-probability sampling method comprising 1,541 respondents, aiming to capture the attitudes, behaviors, and intentions of this demographic segment toward sustainable consumption. The findings reveal the significant relationship between sustainable consumption and purchase intention, especially the effect of brand image on the decision-making process. The findings offer valuable implications for businesses and marketers seeking to align their strategies with evolving preferences for sustainability brand image, fostering a more sustainable and responsible consumption. Additional analysis of genders recommends practical implications for marketing communications. Directions for future research are suggested for academic and consumer research.
1 Introduction
Sustainable consumption is conceptualized as a multidimensional construct that encompasses responsible and deliberate consumption practices directed toward fulfilling current needs while safeguarding the capacity of future generations to meet their own. It involves the avoidance of overconsumption and rational utilization of goods and services to foster resource efficiency, environmental protection, and long-term societal wellbeing. Expressions of sustainable consumption include practices such as conserving water and energy, engaging in recycling, minimizing waste generation, and refraining from unnecessary purchases, thereby reflecting a conscious orientation toward harmonizing present consumption demands with ecological sustainability and intergenerational equity (Quoquab et al., 2019).
In this context, Generation Z (Gen Z), generally defined as individuals born between 1997 and 2012 (Zhang, 2023), has attracted increasing scholarly attention due to its prominent role in shaping sustainable consumption trends. With the growing global emphasis on sustainability, Gen Z is frequently recognized as a driving force behind the demand for individuals and businesses to adopt more environmentally conscious practices, making them an important cohort for understanding and promoting sustainable consumption. Gen Z has been regarded as key players in driving sustainable consumption practices (Fedrigo and Hontelez, 2010). In other words, Gen Z has shown a strong inclination toward sustainable living and consumption. Existing studies have revealed that Gen Z is willing to pay more for brands that align with their values of sustainability and social responsibility (Song, 2020; Arora, 2022; Dabija et al., 2019; Dabija, 2020; Kara and Min, 2023). Sustainable consumption among Gen Z across different product categories and countries has been widely studied. Research has examined luxury services in India, Europe, Brazil, and North America (Thomas, 2022; Brandão, 2022); green vehicles in Pakistan (Bhutto et al., 2022); plant-based meat alternatives and the broader food market in the U.S. (Bhattacharyya, 2023; Davitt, 2021; Su, 2019); fashion products in China (Zhang, 2023); as well as collaborative consumption via resource-sharing platforms in Ukraine (Gajdzik et al., 2025), Poland (Gajdzik et al., 2023), and Romania (Bulin et al., 2024). These studies confirm that, in many countries, Gen Z similarly prefers eco-friendly, ethically produced products and engages in environmental activism and advocacy. This suggests that companies adapt their practices and offerings from green production, clean logistics, to meaningful corporate social responsibility initiatives.
However, there is evidence that some sustainability-focused companies faced significant scalability and financial failures. For instance, The Body Shop, a beauty products company that has a strong commitment to ethical sourcing and sustainability, is shutting down its U.S. operations after filing for bankruptcy (Wile, 2024). An Israeli company, Better Place, attempted to promote electric vehicles through a network of battery-swapping stations and received significant capital, but it finally went bankrupt in 2013 due to high operational costs and a lack of consumer adoption (Noel and Sovacool, 2016). For another failure case, a sustainable algae-based product company TerraVia filed for bankruptcy in 2017 since it faced challenges in scaling its technology and achieving profitability. These examples urge practitioners to determine how well the sustainability concept promotes brand image and purchase intention in order to carefully adopt strategies or initiatives for sustainability. In other words, the impact of sustainability practices on brand reputation and purchase intentions should be investigated. Nevertheless, there are limited studies employing the sociological perspective and brand image to understand how sustainable consumption can lead to purchase decisions. The contribution of this study is thus the development and testing of a comprehensive model for sustainable consumption value—incorporating social influence, brand image, and perceived quality—to predict purchase intention within the specific demographic of Gen Z in Thailand. This integrated approach allows for the identification of key mediators (Social Influence and Brand Image) that explain how sustainability consumption translates into actual purchase decisions, addressing why some sustainability-focused companies fail despite growing consumer interest (Basit et al., 2024; Acuti et al., 2022).
While Gen Z customers are a potential target for sustainability-focused products as discussed, Thai Gen Z is also another promising market. The study of a Bangkok-based research company, Stamina Asia, revealed that “Generation Z in Thailand are more entrepreneurial, more concerned with financial success, and more open to diverse viewpoints than their counterparts in Western countries.” These characteristics reflect a cohort that is opportunity-oriented, pragmatic about economic advancement, and receptive to new ideas and social norms. Such traits position Thai Gen Z as an influential segment likely to engage with and respond to sustainability-related branding and consumption initiatives. Additionally, they aim to question and redefine the existing norms regarding values, the environment, technology, and their connections with brands (Bangkok Post, 12 Mar, 2020). Therefore, this study aims to investigate how sustainability initiatives influence their purchase intention and brand image perception among Gen Z in Thailand. After the introduction, the theoretical background is presented and followed by the research methodology and findings. As for the discussion section, managerial implications and academic contributions have been offered. This study concludes with concluding remarks and a discussion of future studies.
1.1 Theoretical framework and relevant literature
Sustainable consumption value is the alternative consumption pattern where consumers perceive values and benefits associated with environmental, social, and/or ethical issues during their purchase decisions (Caniëls, 2021). Academic research on Gen Z’s sustainable consumption has evolved over more than 20 years. Early studies (2004–2013) primarily focused on sustainability and young consumers, whereas work from 2014 to 2023 expanded to themes such as corporate social responsibility, green advertising, and the sharing economy. By 2024, the emphasis had moved toward more systematic and psychological approaches (Halibas et al., 2025). Sustainability has been predominantly active in marketing practices over the past decades, and consumers are anticipate more companies to engage in environmental protection (Brandão, 2022; Joshi, 2019). In other words, retailers and brands are increasingly expected to prioritize sustainability in their marketing strategies and to effectively promote their eco-friendly initiatives to consumers. Existing studies reveal that sustainability has direct effect toward purchase intention in diverse product/service categories from smart phone (Kerber, 2023), vehicles (Bhutto et al., 2022), retail (Dabija et al., 2019), luxury services (Brandão, 2022), tourism (Seyfi, 2023), food (Su, 2019; Agustina et al., 2024), and clothing (Zhang, 2023; Reiter and Kozar, 2016). While some studies of sustainable customer behavior highlight the term sustainability as a natural environment issue among firms and consumers (Stren, 2000; Trudel, 2019), the United Nation’s 2030 Agenda for Sustainable Development contains 17 Sustainable Development Goals regarding three dimensions of environmental, social, and economic (United Nations, 2015). Recent studies reveal that sustainability awareness, through various mediators, significantly influences purchase intentions, as hypothesized.
H1: Sustainable consumption value has a positive association with purchase intention.
Several studies show that Gen Z is well-informed about the effects of sustainable practices and leans toward sustainable consumption, largely shaped by social influences, such as their interaction with environmental content on social media (Hidayat et al., 2024; Kara and Min, 2023). Beyond the Theory of Planned Behavior (TPB), Social Identity Theory suggests that individuals adopt consumption behaviors that help them express or reinforce membership in valued social groups. Sustainability-oriented Gen Z consumers often identify with peer groups that emphasize eco-conscious lifestyles; therefore, aligning their purchase intention with group norms strengthens their self-concept and group belonging. In this sense, social influence operates not only as external pressure but also as an internalized group-based identity cue. Collaborative consumption provides an additional perspective on social influence and sustainability. Studies by Gajdzik et al. (2025) on Gen Z in Ukraine and by Gajdzik et al. (2023) on Gen Z in Poland similarly reported that young consumers in both contexts are drawn to resource-sharing platforms, primarily for social connection and environmental reasons. In addition, those who participate in collaborative consumption often display higher levels of openness, loyalty, and innovativeness, indicating that social and ecological motivations work together to strengthen sustainable consumption practices. Together, these theoretical and empirical insights clarify why social influence consistently emerges as a strong predictor of sustainable purchase intention. By fostering community norms, influencer engagement, and peer advocacy for environmental responsibility, companies can leverage social influence to enhance sustainable product adoption among Gen Z consumers. We hypothesized that.
H2: Sustainable consumption value has a positive association with social influence.
Some studies reveal that social influence—such as peer recommendations, social media cues, and community norms—encourages purchase intention among Gen Z consumers with sustainability-oriented values. Within TPB, social influence is captured through “subjective norms,” referring to perceived social pressure to perform or avoid certain behaviors. When Gen Z consumers believe that important referent groups (friends, parents, and online communities) expect them to act sustainably, they are more likely to intend to purchase sustainable products. For instance, Saudi Arabian Gen Z consumers with a sustainability consciousness are significantly driven by social influence and quality when purchasing agricultural products online (Zia, 2022). For Gen Z in Pakistan, social value exerts a strong influence on their intention to choose green vehicles (Bhutto et al., 2022). Furthermore, the purchase intention of plant-based meat alternatives among American college students is encouraged by their friends and families (Davitt, 2021). We hypothesized that.
H3: Social influence has a positive association with purchase intention.
From a theoretical perspective, the impact of brand image on consumers’ decisions can be understood through Signaling Theory and Social Identity Theory. Signaling Theory suggests that brands convey their values, credibility, and authenticity through observable sustainability cues—such as eco-labels, CSR communication, and green packaging—which help consumers reduce uncertainty and assess whether a company’s environmental claims are trustworthy. At the same time, Social Identity Theory posits that consumers often prefer brands that align with the social groups they identify with. For Gen Z consumers who see themselves as environmentally responsible, choosing a sustainability-oriented brand affirms their group identity and reinforces their self-concept. Together, these theories clarify why a strong sustainability-oriented brand image enhances purchase intention among Gen Z.
Furthermore, recent literature provides additional perspectives on how sustainability branding and related factors influence consumer behavior. For instance, Nascimento and Loureiro (2024) studied the intellectual development of sustainability branding through a bibliometric analysis, identifying its evolution from CSR-driven reputation management to a more strategic integration of sustainability into brand value creation. Their findings emphasize that effective sustainability branding relies on the interconnectedness of CSR, green marketing, and brand equity to strengthen consumer trust and long-term loyalty. Theocharis and Tsekouropoulos (2025) found that brand knowledge, loyalty, image, and online experience are key predictors of Gen Z’s purchase intention toward sustainable technological products. Their results suggest that brands should first educate consumers about sustainability initiatives, then motivate engagement through digital interactions, and finally reinforce positive perceptions through consistent brand imagery. Building upon these insights, the present study evaluates the mediating roles of brand image and social influence in shaping sustainable purchase intentions among Gen Z consumers. Therefore, we hypothesized that.
H4: Sustainable consumption value has a positive association with brand image.
The perception of brands in relation to companies’ sustainability efforts and commitments is another important determinant of purchase intention. Some authors examine the influence of brand image on the willingness of Gen Z consumers to support environmentally responsible brands. For example, Hamizar (2024) indicated that Gen Z customers favor green accounting practices and view them as a crucial differentiation when they select a brand. Thomas (2022) investigated the relationship between perceived Corporate Social Responsibility (CSR), green image of a hotel brand, and Indian Gen Z customers’ willingness to pay a higher price, confirming significant direct impacts among these variables. However, Tokareva (2023) conducted a qualitative study on clothing brands and found that while Gen Z consumers are aware of sustainability’s importance, they do not always consider CSR values in their purchase decisions. Due to these conflicting findings, the relationship among sustainable consumption, brand image, and purchase decisions continues to warrant further evaluation. Thus, we hypothesized that.
H5: Brand image has a positive association with purchase intention.
Existing relevant research reveals that perceived quality motivates purchase intention among Gen Z consumers with sustainable consumption value. For instance, Chinese Gen Z consumers with eco-consciousness are willing to pay more for sustainable fashion clothing with high-quality, classic design, and versatility (Zhang, 2023). U.S. Gen Z consumers with high and moderate environmental awareness determine eco-friendly and healthy product attributes when they purchase sustainable food products, whereas those with low consciousness consider other non-related sustainability attributes, such as price and convenience (Su, 2019). For consumers with sustainable consumption behavior in Europe, Brazil, and North America, their purchase intentions of luxury services are encouraged by perceived high quality and social image. Meanwhile, the functional values of quality and price have an impact on purchase intentions of organic food products (Kushwah et al., 2019; Qasim et al., 2019), highlighting that the quality and performance of sustainable products are integral in addressing the purchase intentions of Gen Z consumers. By emphasizing the durability, functionality, and ethical aspects of their offerings, businesses can influence the perceived quality and value of sustainable products, thereby influencing the purchase decisions of Gen Z consumers. By emphasizing the durability, functionality, and ethical aspects of their offerings, businesses can influence the perceived quality and value of sustainable products, thereby influencing the purchase decisions of Gen Z consumers as hypothesized.
H6: Sustainable consumption value has a positive association with perceived quality.
Previous research on sustainability highlights the link between perceived product or service quality and purchase intention. For example, Zhuang et al. (2021) conceptualize green perceived quality as consumers’ evaluation of a brand’s environmental excellence and demonstrate that it positively influences behavioral intentions and satisfaction. Similarly, Tan et al. (2025) show that perceived green product quality is positively related to purchase intention, emphasizing that marketers should focus on quality attributes, particularly when addressing price-sensitive and environmentally conscious consumers, to effectively shape green purchase behavior. Suhaily et al. (2020) report a direct effect of green perceived quality on the purchase intention of stainless steel straws, moderated by consumers’ lifestyles. In the context of eco-friendly hotels, Hashish et al. (2022) find that green perceived quality significantly and positively impacts customers’ green behavioral intentions, including intentions to stay, recommend, and pay a premium for sustainable services. Hence, we hypothesized that.
H7: Perceived quality has a positive association with purchase intention.
From the literature review in this study, sustainability consumption is interdisciplinary and multifaceted, drawing insights from fields such as psychology, sociology, marketing, and environmental science. It encompasses a wide range of topics related to consumer behavior, environmental sustainability, and the intersection between the two. The focus of consumer behavior and decision-making studies widely examines how consumers make choices regarding sustainable products and behaviors. Sustainability actions can associate consumers with brands and potentially illustrate the integration of sustainability and branding (Kumar and Angeliki, 2014).
To strengthen the theoretical grounding of this study, the conceptual model is informed by three key theoretical frameworks. First, the Theory of Planned Behavior (TPB), which explains the role of social influence through subjective norms—reflecting how peer pressure, community expectations, and social approval shape sustainability-related purchase intentions. Second, Social Identity Theory (SIT), which provides the foundation for both social influence and brand image, as Gen Z consumers tend to align their choices with groups they identify with, such as environmentally conscious communities; sustainability-oriented brands thus serve as identity-signaling tools. Third, Signaling Theory, which supports the inclusion of brand image and perceived quality, as brands communicate their environmental commitment and product reliability through signals such as eco-labels, certifications, CSR communication, and sustainable design features. These signals help consumers evaluate credibility, reduce uncertainty, and form perceptions of brand trustworthiness. The integration of these theories forms the underlying theoretical foundation of this research, each contributing a distinct but complementary explanatory lens. TPB captures the social influences that drive sustainable behavior; SIT explains the identity-based and sociological mechanisms through which Gen Z embeds sustainability into brand perceptions; and Signaling Theory clarifies how sustainability cues shape evaluations of brand image and product quality. By integrating these perspectives, the proposed hypotheses are theoretically coherent and grounded in a multidimensional understanding of sustainability consumption—one that is simultaneously normative, identity-driven, and signal-based.
Moreover, sociological aspects are operationalized through two socially rooted constructs: social influence, representing community expectations, and group-based pressures to behave sustainably; and brand image, understood as a socially constructed perception shaped by shared meanings, group identity, and collective evaluations of a brand’s sustainability practices. Therefore, the conceptual model incorporates these sociological elements to explain purchase decisions more comprehensively (Figure 1). Based on the literature review and theoretical foundation, the model shows the constructs and relationships described in previous studies.
Figure 1. Conceptual model for sustainable consumption value and purchase intention.
2 Method
2.1 Questionnaire design and its measurement
This quantitative study is based on structured questionnaires with measurement items from previous publications. The questionnaire consists of four sections. The first section begins with screening questions and ethical considerations, and the second section includes the questions on demographic profiles. To align the understanding of environmental products, the definition and examples of sustainability consumption have been stated at the beginning of the third section, which requires respondents to share sustainability consumption behavior. This part of the questionnaire focuses on gathering information about respondents’ actual behaviors related to sustainable consumption. The final section involves respondents’ perceptions and attitudes toward sustainable consumption. This includes assessing their beliefs about brand image, social influence, product quality perception, barriers, and intentions related to engaging in sustainable behaviors. Questions explore their level of agreement with statements by using a 5-point Likert scale.
The measurements adopted from previous literature are summarized in Table 1. The measurement of sustainability consumption value was adopted from a previous study by Haws et al. (2010). The sample questions were “It is important to me that the product I used do not harm the environment,” “I would describe myself as environmentally responsible,” and “I am willing to be inconvenienced in order to take actions that are environmentally friendly.” The purchase intention scale was selected from Sun and Wang (2020). The samples of questions are “I intend to purchase green products in future,” “I plan to purchase green products because of their positive environmental contribution,” “I prefer purchasing green products than conventional skincare products,” and “I would like to practice environmentally friendly consumption.”
Table 1. Summary of measurement instruments.
Four questions related to social influence were adapted from Chen et al. (2022). The samples of questions are “The purchase of green products will make a positive impression on other people,” “The purchase of green products will help me gain social approval,” “Consumption of green products will help me feel socially acceptable,” and “My choice of green product is influenced by other consumers’ word of mouth.”
Five questions from Green brand image, which is considered an image linked to consumers’ minds about environmental commitment and concerns (Cretu and Brodie, 2007), were employed. Samples of questions are “The brand is regarded as the best benchmark of environmental commitments,” “The brand is well-established about environmental concern,” and “The brand is trustworthy about environmental.” The scale of perceived quality is adopted from Wang et al. (2019). The questions asked about perceptions toward green quality are, for example, “Green product’s quality is reliable compared to conventional ones,” “Green product’s quality is superior to conventional ones,” and “Green product’s quality is extraordinary compared to conventional ones.”
All the questionnaire items are translated into Thai by a professional translator, and a pilot study of 40 respondents is conducted to test the measurement, including the language and question refinement, before the data collection. Some minor changes are applied after the pretest with target respondents. The online survey is distributed to respondents in Gen Z and screens out those who are not aware of environmental issues. The study focuses on younger generations since they tend to be more concerned about environmental issues than other generations (Prakash and Pathak, 2017).
2.2 Samples
This study employs the quantitative method by using an online survey. The purpose of the quantitative approach is to develop the model and test the hypotheses (Taguchi, 2018). The survey is conducted by convenience sampling, which is not a representation of the Thai population; however, the minimum desirable response for the Thai population (71.6 million) would be 400 samples for 95% confidence based on Yamane’s suggestion (Yamane, 1967). This study received up to 1,541 responses, which was considered higher than the desirable number.
The reliability and validity of the scales are assessed by Cronbach’s alpha, composite reliability (CR), and average variance extracted (AVE). A confirmatory factor analysis (CFA) is performed to confirm the data fit of the conceptual model by analyzing CFI, GFI, and RMSEA. The structural equation model is employed to evaluate the hypotheses.
3 Results
3.1 Sample characteristics and behavior
Descriptive statistics and Pearson correlations are examined as a preliminary check of the data (Table 2). The sample was 67.62% women and 32.38% men. The education received is a bachelor’s degree for 79.62%. The income level is from 10,000 to 30,000 Baht, accounting for 51.20%, followed by the group with less than 10,000 Baht, 42.38%.
Table 2. Descriptive statistics.
Table 3 shows statistics on behavior relating to the sustainability aspect. The top three behaviors that respondents do to save the world are as follows: first, using a reusable bag when they go shopping accounts for 76%; second, separation of recyclable products, such as plastic bottles, makes up 71%, and third is energy saving, such as reducing the use of electricity, which accounts for 65%. However, the behavior relating to purchasing sustainable products was considered quite low at 29% and the willingness to pay extra for sustainable products was only 17%.
Table 3. Behavior related to sustainable consumption.
3.2 Measurement reliabilities and validities
Table 4 shows correlations, means, and standard deviations for explanatory variables. All reliability coefficients are above 0.70, which is acceptable (Nunnally, 1978). Convergent and discriminant validity are evaluated in Tables 3, 4. The construct reliabilities tested by using composite reliability (CR), which must be higher than 0.7, are considered acceptable. Average variance extracted (AVE), which must be greater than 0.5, provides evidence for convergent validity (Hair et al., 2019) as the corresponding latent variable explains more than half of the variance in the construct. The square root of the AVE is calculated to compare with the correlation. The figures show a higher score of AVE than the correlations and confirm discriminant validity (Table 5).
Table 4. Mean, standard deviation, correlations, Cronbach’s alpha, CR, and AVE.
Table 5. Discriminant validity.
The confirmatory factor analysis is applied to test for model fit of the measurement model [χ2(199) = 907.839, p < 0.001], which indicates good fit, CFI = 0.972, NFI = 0.96, and RMSEA = 0.05 (0.045–0.051, 90% CI). After the model adjustment, the two items from sustainability consumption constructs on “I concern about the lose of natural resources” and “It is important to me that my products should not destroy the environment” are deleted. One item, “I like to buy environmentally friendly products more than the normal products,” from the purchase intention scale is removed since it shows higher variances than other constructs.
3.3 SEM results and hypothesis evaluation
After validating the measurement model, structural equation modeling (SEM) using AMOS was conducted for hypothesis testing. Covariance-based SEM (CB-SEM) was chosen over partial least squares SEM (PLS-SEM) because the study aimed to confirm theoretically established relationships and assess overall model fit rather than prediction. This approach allowed for rigorous evaluation of both measurement and structural models. Table 6 presents the path coefficients and hypothesis testing results, indicating that all six hypothesized relationships were supported with positive effects consistent with prior research. The coefficient determination for purchase intention is 0.78. The model represents R2 of 78%, which reflects the variance explained by sustainable consumption value, social influence, brand image, and perceived quality. All the hypotheses are supported with a positive and significant effect on purchase intention. The strongest regression with the dependent variable (purchase intention) is the relationship with brand image (β5 = 0.36, p < 0.001). However, perceived quality shows the least significant impact on purchase intention for sustainable products (β7 = 0.15, p < 0.001), as shown in Figure 2.
Table 6. Hypotheses evaluation.
Figure 2. Summary of the results from the conceptual model.
3.4 Additional analysis of gender differences
According to the literature and results concerning the variables impacting purchase intention, we further explored the differences between men and women on these variables. Studies have found gender differences in product preferences and attitudes toward environmentally friendly products. For example, women may be more likely to express concern for environmental issues and show greater interest in purchasing eco-friendly products compared to men (Halibas et al., 2025). A t-test is conducted for variables in the model (Table 7). Significant differences were found for sustainability consumption value (tSCV = 3.17; p = 0.00), brand image (tBI = −2.12, p = 0.03), and perceived quality (tQual = 2.4, p = 0.02). However, there are no significant differences found in purchase intention and social influence.
Table 7. Differences in gender on variables related to sustainability.
4 Discussion
This study shows that sustainable consumption among Thai Gen Z is shaped by the combined effects of social identity, brand credibility, and functional product evaluation. Social influence plays a meaningful role, which aligns with Social Identity Theory, suggesting that Gen Z consumers adopt sustainable behaviors partly to maintain belonging within environmentally conscious peer groups. Sustainability choices, therefore, function not only as personal expressions of values but also as signals of group membership and social approval.
Brand image also emerges as an influential mechanism, working together with perceived product quality in ways consistent with Signaling Theory. For Gen Z consumers, strong sustainability-oriented brand cues—such as eco-labels, CSR communication, and visible environmental commitments—serve as credibility signals that reduce uncertainty and help them assess whether the brand’s claims are trustworthy. Perceived quality reinforces these signals, indicating that consumers expect sustainable products to provide reliable performance in addition to environmental benefits.
The gender analysis suggests that sustainability is becoming a shared priority among younger Thai consumers, even though men and women emphasize different evaluative cues. These findings indicate that sustainable purchasing is shaped not only by individual values but also by socially embedded identity processes and the credibility signals conveyed through brand image and product quality. These insights underscore the importance of social identity and brand credibility in driving sustainable consumption among Thai Gen Z. Such dynamics deepen theoretical understanding while offering meaningful implications for marketers and policymakers aiming to promote sustainable purchasing. The following subsection elaborates on these theoretical contributions and managerial implications.
4.1 Theoretical contribution
The comprehensive model of sustainability consumption value can provide a theoretical contribution and identify various aspects of psychological, social, and environmental influences toward the relationship of sustainability and consumer decision-making on green product purchase. Grounded in three foundational frameworks—Theory of Planned Behavior (TPB), Social Identity Theory (SIT), and Signaling Theory—this study advances understanding of the mechanisms shaping Gen Z’s sustainable consumption. TPB supports the role of social influence and encourages sustainability-oriented purchase decisions. This study extends TPB applications by showing that social influence does not merely predict intention but also functions as a key mediating process through which sustainability values translate into purchasing decisions. This positions social influence as a central pathway in sustainability-driven behaviors, especially in digitally connected consumer segments.
SIT further clarifies the influence of social identity and group belonging, showing that Gen Z consumers align their choices with environmentally conscious communities and use sustainable brands as expressions of identity. The findings illustrate that Gen Z consumers consciously align themselves with environmentally responsible groups and use sustainable brands as markers of social identity and value congruence. By empirically demonstrating that brand image is socially constructed through group norms and shared meaning-making, this study extends SIT into the sustainability domain, showing how identity-based motivations shape both evaluations of brands and intentions to purchase green products. Meanwhile, Signaling Theory underpins the strong effect of brand image and perceived quality, highlighting how sustainability claims, eco-labels, and CSR communication serve as credibility cues that reduce uncertainty and shape consumers’ evaluations of green products.
The findings also reinforce the global relevance of sustainable consumption among Gen Z. Thai Gen Z consumers prioritize sustainable consumption is consistent with the behaviors observed among Gen Z in many other countries such as China (Zhang, 2023; Reiter and Kozar, 2016), India (Thomas, 2022), Indonesia (Hamizar, 2024; Agustina et al., 2024), Italy (Varese et al., 2025), Saudi Arabia (Zia, 2022), and the United States (Davitt, 2021). By confirming that social influence, brand image, and perceived quality are pivotal in shaping Gen Z’s sustainable purchase intention, this study extends existing literature and demonstrates how these constructs jointly operate across cultural contexts. Hence, this study broadens the relevance of the sustainable consumption concept to a global Gen Z audience by confirming that social influence, brand image, and perceived quality play key roles in shaping their preferences for sustainable consumption. The results emphasize the importance of building strong sustainability-oriented brand images, enhancing perceived product quality, and leveraging social influence mechanisms to shape Gen Z consumers’ preferences and long-term loyalty. This integrated perspective moves the field beyond fragmented explanations, offering a more comprehensive theoretical account of how sustainability values translate into meaningful consumer actions.
4.2 Managerial implications
Aligning with Gen Z values enables firms to promote sustainability while building trust and brand loyalty. Three key business implications emerge. First, sustainable consumption can be driven through social influence, such as celebrities and influencers. Second, sustainability should be integrated into brand identity and positioning. Supporting this, Gammoh et al. (2019) examined how cultural differences shape sustainable consumption in the U.S. and India. Indian respondents scored higher in collectivism, environmental consciousness, and green behaviors, while U.S. respondents scored higher in individualism and mastery. Interestingly, collectivism also predicted environmental consciousness in the U.S., indicating the continuing role of community values even in individualistic societies. The findings suggest that green marketing in both countries should emphasize collective and societal benefits. In collectivist countries like Thailand, marketers aiming to build a sustainable brand image should use social influencers and emphasize harmony and collectivism to build a sustainability-oriented community among Gen Z. Third, because Gen Z associates sustainability with higher product quality, firms must strengthen quality control, warranties, and after-sales services.
Furthermore, women may be more motivated by altruistic and communal values, such as protecting the environment and improving societal wellbeing, while men may be more influenced by pragmatic considerations or personal benefits. Similar to previous literature, gender plays an important role in influencing sustainable consumption behavior and their perceptions of the brand. Women may engage in the communication of brand and social influence, while men tend to be more functional and show more interest in product quality (Halibas et al., 2025). Varese et al. (2025) report that gender, environmental awareness, and shopping frequency are significantly related, and they recommend that gender-specific educational strategies could promote sustainable consumption and support broader sustainability goals. Dragolea et al. (2023) note that Romanian women purchase green products more than men due to stronger environmental concern and their role in family purchasing. This highlights the international relevance of gender-specific green marketing that appeals to female altruism while emphasizing product quality for all segments. Consistent with Zhao et al. (2021), women show stronger green consumption intentions driven by altruistic values. Meanwhile, Thai male Gen Z are more influenced by pragmatic considerations and perceived quality, reflecting a more egoistic, function-based evaluation of purchases. Hence, this finding supports gender-based sub-segmentation of Gen Z in marketing strategies, with functional messages for men and emotional appeals for women, along with targeted green products and women-focused communication channels.
Operationally, sustainability should be embedded in both communication and product development. Marketers should leverage influencers to engage Gen Z and, in Thailand’s collectivist context, foster a sense of harmony and shared purpose to build sustainability-focused communities. In product design, green products must meet high expectations for quality and reliability through strong quality control, warranties, and after-sales services. Integrating effective communication with functional product excellence strengthens brand trust and aligns sustainability with Gen Z’s values.
4.3 Limitations and future research
The limitations of this study can be viewed in three areas. First, the use of convenience sampling may limit the representativeness of the findings, as the sample may not fully capture the diversity of the broader Gen Z population. Participants who are more accessible or interested in sustainability-related topics may have been more likely to participate, potentially introducing sampling bias. Consequently, the results should be interpreted with caution and may not be generalizable to older generations or individuals from different socioeconomic or cultural backgrounds. Second, this study examines sustainable consumption values among Gen Z across general product types. Future studies on sustainable consumption values of specific product types, such as fashion and accessories, technology products, or health and wellness products, are recommended. Given that female Gen Z consumers show a greater inclination toward sustainable consumption values, examining product types that primarily target women (e.g., cosmetics, tampons, or home and kitchen products) could yield additional insights.
Third, while the 17 Sustainable Development Goals (SDGs) established by the United Nations encompass three key dimensions—environmental, social, and economic (United Nations, 2015)—this study focuses on the environmental dimension of sustainable consumption. Future research should broaden its scope to include the social dimension (e.g., products that ensure healthy lives and promote wellbeing for all ages) and the economic dimension (e.g., products derived from productive employment and decent work for all). Incorporating multidisciplinary theoretical frameworks could also enhance understanding of sustainability practices and their impacts.
Since the findings regarding Gen Z consumers’ prioritization of sustainable consumption align with behaviors observed in several other countries (e.g., China, India, Indonesia, Saudi Arabia, and the United States), future research should pursue cross-country comparative analyses. Such studies can help reveal how cultural and market dynamics influence the integrated model of social influence, brand image, and perceived quality. Additionally, longitudinal studies are recommended to monitor changes in sustainability values among Gen Z consumers over time, providing insights into evolving preferences and the long-term effectiveness of sustainability-oriented brand strategies.
In addition, emerging evidence highlights the importance of mindful consumption in shaping sustainable consumer behavior. Recent studies suggest that mindfulness-oriented mindsets can strengthen sustainable consumption decisions and self-satisfaction (Suttharattanagul et al., 2025). Therefore, future research should integrate mindful consumption into sustainability frameworks and explore how it can be embedded in consumer education, public communication, and policy initiatives to foster more responsible consumption patterns at the societal level.
5 Conclusion
This study is designed to provide a comprehensive view of sustainability consumption toward its influence on purchase behavior. Overall, the findings suggest that social influence, brand image, and perceived quality can influence purchase intention. This is consistent with the model’s proposed hypothesis. These indirect effects can be alternative explanations of the mediating roles of brand and social influence for the relationship between sustainability consumption and purchase intention. The relationship of sustainability itself may not lead to purchase behavior, which is why the impact of sustainability implementation may not be successful, and we can see the evidence of business failure when implementing sustainability. The findings suggest that the influence of brand and product quality plays an important role in convincing consumers to purchase products. Integrating social identity processes, brand communication, and product excellence into sustainability strategies is crucial for sustainable consumption. By recognizing these interconnected drivers, practitioners and policymakers can design more effective interventions that not only promote sustainable consumption but also support the broader sustainability agenda.
Data availability statement
The raw data supporting the conclusions of this article will be made available by the authors, without undue reservation.
Ethics statement
The studies involving humans were approved by the Assistant Professor Karnjana Songwathana, Ph.D. Ethics Committee for Human Research, Bangkok University. The studies were conducted in accordance with the local legislation and institutional requirements. The ethics committee/institutional review board waived the requirement of written informed consent for participation from the participants or the participants’ legal guardians/next of kin because the committee is of the view that this project entails a relatively low level of risk.
Author contributions
SS: Conceptualization, Data curation, Formal analysis, Methodology, Project administration, Resources, Supervision, Validation, Writing – original draft, Writing – review & editing. NM: Conceptualization, Formal analysis, Methodology, Project administration, Validation, Writing – original draft, Writing – review & editing.
Funding
The author(s) declared that financial support was not received for this work and/or its publication.
Conflict of interest
The author(s) declared that this work was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.
Generative AI statement
The author(s) declared that Generative AI was not used in the creation of this manuscript.
Any alternative text (alt text) provided alongside figures in this article has been generated by Frontiers with the support of artificial intelligence and reasonable efforts have been made to ensure accuracy, including review by the authors wherever possible. If you identify any issues, please contact us.
Publisher’s note
All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article, or claim that may be made by its manufacturer, is not guaranteed or endorsed by the publisher.
References
Acuti, D., Pizzetti, M., and Dolnicar, S. (2022). When sustainability backfires: a review on the unintended negative side-effects of product and service sustainability on consumer behavior. Psychol. Mark. 39, 1933–1945. doi: 10.1002/mar.21709
Agustina, T., Susanti, E., and Rana, J. A. S. (2024). Sustainable consumption in Indonesia: health awareness, lifestyle, and trust among gen Z and millennials. Environ. Econ. 15:82. doi: 10.21511/ee.15(1).2024.07
Arora, N. a. (2022). Green perceived value and intention to purchase sustainable apparel among gen Z: the moderated mediation of attitudes. J. Glob. Fash. Mark. 13, 168–185. doi: 10.1080/20932685.2021.2021435
Bangkok Post. (2020). Thailand's gen Z embraces sustainable practices. Bangkok, Thailand: Bangkok Post Public Company Limited.
Basit, S. A., Gharleghi, B., Batool, K., Hassan, S. S., Jahanshahi, A. A., and Kliem, M. E. (2024). Review of enablers and barriers of sustainable business practices in SMEs. J. Econ. Technol. 2, 79–94. doi: 10.1016/j.ject.2024.03.005
Bhattacharyya, J. M. (2023). Causal complexity of sustainable consumption: unveiling the equifinal causes of purchase intentions of plant-based meat alternatives. J. Bus. Res. 156:113511. doi: 10.1016/j.jbusres.2022.113511
Bhutto, M. Y., Khan, M. A., Ertz, M., and Sun, H. (2022). Investigating the role of ethical self-identity and its effect on consumption values and intentions to adopt green vehicles among generation Z. Sustainability 14:3015. doi: 10.3390/su14053015
Brandão, A. a. (2022). Does sustainable consumption behaviour influence luxury services purchase intention? Sustainability 14:7906. doi: 10.3390/su14137906
Bulin, D., Gheorghe, G., Kanovici, A. L., Curteanu, A. B., Curteanu, O. D., and Dobre, R. I. (2024). Youth perspectives on collaborative consumption: a study on the attitudes and behaviors of the Romanian generation Z. Sustainability 16:3028. doi: 10.3390/su16073028
Caniëls, M. A. (2021). Sustainable Consumption and Value Orientations. Ed. M. T. Cespón (Basel, Switzerland: MDPI (Multidisciplinary Digital Publishing Institute)).
Chen, X., Rahman, M., Rana, M., and Gazi, M. (2022). Predicting consumer green product purchase attitudes and behavioral intention during COVID-19 pandemic. Front. Psychol. 12:760051. doi: 10.3389/fpsyg.2021.760051,
Cretu, A., and Brodie, R. (2007). The influence of brand image and company reputation where manufacturers market to small firms: a customer value perspective. Ind. Mark. Manage. 36, 230–240. doi: 10.1016/j.indmarman.2005.08.013
Dabija, D.-C. B. (2020). A qualitative approach to the sustainable orientation of generation z in retail: the case of Romania. J. Risk Financ. Manag. 13:152. doi: 10.3390/jrfm13070152
Dabija, D.-C., Bejan, B. M., and Dinu, V. (2019). How sustainability oriented is generation Z in retail? A literature review. Transform. Bus. Econ. 18, 140–155.
Davitt, E. e. (2021). Predictors of plant-based alternatives to meat consumption in Midwest university students. J. Nutr. Educ. Behav. 53, 564–572. doi: 10.1016/j.jneb.2021.04.459,
Dragolea, L. L., Butnaru, G. I., Kot, S., Zamfir, C. G., Nuţă, A. C., Nuţă, F. M., et al. (2023). Determining factors in shaping the sustainable behavior of the generation Z consumer. Front. Environ. Sci. 11:1096183. doi: 10.3389/fenvs.2023.1096183
Fedrigo, D., and Hontelez, J. (2010). Sustainable consumption and production. J. Ind. Ecol. 14, 10–12. doi: 10.1111/j.1530-9290.2009.00219.x
Gajdzik, B., Jaciow, M., Mosora, L., Stolecka-Makowska, A., Wolniak, R., and Wolny, R. (2025). Collaborative consumption and its implication for sustainable consumption of generation Z in Ukraine. Sustainability 17:4456. doi: 10.3390/su17104456
Gajdzik, B., Kol, J., and Stolecka-Makowska, A. (2023). Collaborative consumption: propensity of generation ‘Z’TO share products (CASE in Poland). Scientific Papers of Silesian University of Technology. 190, 7–26. doi: 10.29119/1641-3466.2023.190.1
Gammoh, B. S., Okoroafo, S. C., and Koh, A. C. (2019). Cultural influences on environmental consciousness and green environmental behavior. Int. J. Mark. Stud. 11, 20–29. doi: 10.5539/ijms.v11n1p20
Hair, J. F., Risher, J. J., Sarstedt, M., and Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. Eur. Bus. Rev. 31, 2–24.
Halibas, A., Akram, U., Hoang, A. P., and Thi Hoang, M. D. (2025). Unveiling the future of responsible, sustainable, and ethical consumption: a bibliometric study on gen Z and young consumers. Young Consum. 26, 142–171. doi: 10.1108/YC-11-2024-2327
Hamizar, A. E. (2024). Integrating green accounting into marketing strategies for sustainability brand image among gen-Z consumers. Indones. Audit. Res. J. 13, 11–20. doi: 10.35335/arj.v13i1.234
Hashish, M. E. S., Abdou, A. H., Mohamed, S. A. K., Elenain, A. S. A., and Salama, W. (2022). The nexus between green perceived quality, green satisfaction, green trust, and customers’ green behavioral intentions in eco-friendly hotels: a structural equation modeling approach. Int. J. Environ. Res. Public Health 19:16195. doi: 10.3390/ijerph192316195,
Haws, K. L., Winterich, K. P., and Naylor, R. W. (2010). “Green consumer values”. in Handbook of Marketing Scales. 172–173. doi: 10.4135/9781452231372.n6
Hidayat, T., Nashirah, A. F., and Pangestuti, I. R. D. (2024). Analyzing the consumer behavior and implications of sustainable consumption among generation Z. Res. Horiz. 4, 161–176. doi: 10.54518/rh.4.3.161-176
Joshi, Y. A. (2019). Consumers' sustainable purchase behaviour: modeling the impact of psychological factors. Ecol. Econ. 159, 235–243. doi: 10.1016/j.ecolecon.2019.01.025
Kara, A., and Min, M. K. (2023). Gen Z consumers’ sustainable consumption behaviors: influencers and moderators. Int. J. Sustain. High. Educ. 25, 124–142. doi: 10.1108/IJSHE-08-2022-0263,
Kerber, J. E. (2023). Analysis of environmental consciousness towards sustainable consumption: an investigation on the smartphone case. J. Clean. Prod. 384:135543. doi: 10.1016/j.jclepro.2022.135543
Kumar, V., and Angeliki, C. (2014). Sustainability and branding: an integrated perspective. Ind. Mark. Manag. 43, 6–15. doi: 10.1016/j.indmarman.2013.06.008
Kushwah, S., Dhir, A., and Sagar, M. (2019). Understanding consumer resistance to the consumption of organic food. A study of ethical consumption, purchasing, and choice behaviour. Food Qual. Prefer. 77, 1–14.
Nascimento, J., and Loureiro, S. M. C. (2024). Mapping the sustainability branding field: emerging trends and future directions. J. Prod. Brand. Manag. 33, 234–257. doi: 10.1108/JPBM-03-2023-4395
Noel, L., and Sovacool, B. K. (2016). Why did better place fail?: range anxiety, interpretive flexibility, and electric vehicle promotion in Denmark and Israel. Energy Policy 94, 377–386. doi: 10.1016/j.enpol.2016.04.029
Prakash, G., and Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: a study on developing nation. J. Clean. Prod. 141, 385–393. doi: 10.1016/j.jclepro.2016.09.116
Qasim, H., Yan, L., Guo, R., Saeed, A., and Ashraf, B. N. (2019). The defining role of environmental self-identity among consumption values and behavioral intention to consume organic food. Int. J. Environ. Res. Public Health 16:1106. doi: 10.3390/ijerph16071106
Quoquab, F., Mohammad, J., and Sukari, N. N. (2019). A multiple-item scale for measuring “sustainable consumption behaviour” construct: development and psychometric evaluation. Asia Pac. J. Mark. Logist. 31, 791–816. doi: 10.1108/APJML-02-2018-0047
Reiter, L., and Kozar, J. (2016). Chinese students’ knowledge of environmentally and socially sustainable apparel and sustainable purchase intentions. Int. J. Mark. Stud. 8, 12–21. doi: 10.5539/ijms.v8n3p12
Seyfi, S. C. (2023). Gen Z, tourism, and sustainable consumption: The Most sustainable generation ever? Ed. S. Seyfi, C. Michael Hall and M. Strzelecka (London: Routledge). doi: 10.4324/9781003289586.
Song, Y. Z. (2020). Green marketing to gen Z consumers in China: examining the mediating factors of an eco-label–informed purchase. SAGE Open 10:2158244020963573. doi: 10.1177/2158244020963573
Stren, P. (2000). Toward a coherent theory of environmentally significant behaviour. J. Soc. Issues 56, 407–424. doi: 10.1111/0022-4537.00175
Su, C.-H. E. (2019). US sustainable food market generation Z consumer segments. Sustainability 11:3607. doi: 10.3390/su11133607
Suhaily, L., Darmoyo, S., Boentoro, S., and Anasthashia, E. (2020). The impact of green product innovation, green perceived quality to purchase intention moderated by lifestyle on stainless steel straw. Int. J. Appl. Bus. Int. Manag. 5, 13–25. doi: 10.32535/ijabim.v5i2.854
Sun, Y., and Wang, S. (2020). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia Pac. J. Mark. Logist. 32, 860–878. doi: 10.1108/APJML-03-2019-0178,
Suttharattanagul, S. L., Santipiriyapon, S., and Daengrasmisopon, T. (2025). Mindful consumption and sustainability values: shaping purchase intentions and well-being among generation Z. Sustainability 17:9725. doi: 10.3390/su17219725
Taguchi, N. (2018). Description and explanation of pragmatic development: quantitative, qualitative, and mixed methods research. System 75, 23–32. doi: 10.1016/j.system.2018.03.010,
Tan, C. N. L., Fauzi, M. A., and Harun, S. A. B. (2025). From perceived green product quality to purchase intention: the roles of price sensitivity and environmental concern. Mark. Intell. Plan. 43, 1329–1348. doi: 10.1108/MIP-10-2024-0703
Theocharis, D., and Tsekouropoulos, G. (2025). Sustainable consumption and branding for gen Z: how brand dimensions influence consumer behavior and adoption of newly launched technological products. Sustainability 17:4124. doi: 10.3390/su17094124
Thomas, G. (2022). Corporate social responsibility as a sustainable business practice: a study among generation Z customers of Indian luxury hotels. Sustainability 14:16813. doi: 10.3390/su142416813
Tokareva, E. (2023). How brand values and corporate social responsibility affect generation Z-customers’ choices in apparel industry. Lahti, Finland: LAB University of Applied Sciences.
Trudel, R. (2019). Sustainable consumer behavior. Consum. Psychol. Rev. 2, 85–96. doi: 10.1002/arcp.1045
United Nations. (2015). Retrieved from Transforming our World: The 2030 Agenda for Sustainable Development. New York, NY: United Nations. Available online at: https://sustainabledevelopment.un.org/
Varese, E., Wojnarowska, M., Dziekański, P., Popławski, Ł., and Cesarani, M. C. (2025). Gen Z consumption: who chooses green? Bus. Strat. Environ. 34, 8034–8051. doi: 10.1002/bse.70008
Wang, H., Ma, B., and Bai, R. (2019). How does green product knowledge effectively promote green purchase intention? Sustainability 11, 2071–1050. doi: 10.3390/su11041193
Wile, R. (2024). The body shop shuts down in the U.S. after filing for bankruptcy. New York, NY: NBC News.
Zhang, Y. C. (2023). Profiling consumers: examination of Chinese gen Z consumer's sustainable fashion consumption. Sustainability 15:8447. doi: 10.3390/su15118447
Zhao, Z., Gong, Y., Li, Y., Zhang, L., and Sun, Y. (2021). Gender-related beliefs, norms, and the link with green consumption. Front. Psychol. 12:710239. doi: 10.3389/fpsyg.2021.710239,
Zhuang, W., Luo, X., and Riaz, M. U. (2021). On the factors influencing green purchase intention: a meta-analysis approach. Front. Psychol. 12:644020. doi: 10.3389/fpsyg.2021.644020,
Keywords: consumer behavior, Gen Z, perceived quality, social influence, sustainability, sustainable consumption
Citation: Suttharattanagul SL and Manotungvorapun N (2026) Driving sustainable consumption: how social influence, brand image, and perceived quality shape Thai Gen Z’s purchase intentions. Front. Sustain. 6:1716245. doi: 10.3389/frsus.2025.1716245
Edited by:
Myriam Ertz, Université du Québec à Chicoutimi, CanadaReviewed by:
Aleksandra Figurek, University of Nicosia, CyprusBożena Gajdzik, Silesian University of Technology, Poland
Copyright © 2026 Suttharattanagul and Manotungvorapun. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
*Correspondence: Nisit Manotungvorapun, bmlzaXQubUBidS5hYy50aA==