Environmental Values or Social Signals? Examining Sustainable Purchasing Behaviour Among Generation Z in the Context of Plastic Ban Policies

Abstract

Plastic pollution has emerged as one of the defining environmental challenges of the contemporary era, exerting widespread harm on ecosystems, biodiversity, and public health. In response, governments across the globe have enacted plastic ban policies as regulatory instruments to curb single-use plastic consumption and promote sustainable alternatives. Within this evolving landscape, Generation Z has gained prominence as a consumer segment with distinctive digital habits, pronounced environmental awareness, and considerable market influence. Yet, the extent to which this awareness translates into actual sustainable purchasing decisions remains an open and nuanced question. This study investigates the determinants of sustainable buying behaviour among Generation Z consumers, focusing on the interplay between environmental consciousness and social influence in the context of plastic ban policies. Grounded in the Theory of Planned Behavior, Social Influence Theory, and Social Capital Theory, the research develops a conceptual model identifying environmental awareness, peer influence, social media exposure, price sensitivity, and product accessibility as the principal antecedents of sustainable purchasing behaviour. Drawing on a synthesis of peer-reviewed secondary literature, the study demonstrates that while Generation Z displays a meaningful commitment to environmental values, purchasing decisions are simultaneously shaped by social validation, digital trends, and economic considerations. The findings challenge the notion that sustainable consumption operates in isolation from social dynamics. Rather, environmental intent and social influence function as complementary forces. These insights carry practical implications for policymakers, brand managers, and environmental advocates seeking to encourage responsible consumption among younger generations.