Exploring Consciousness towards Sustainable Daily Lifestyle Practices among Gen Z: A Theory of Planned Behaviour (TPB) Perspective

The escalating global climate change crisis and its evident environmental degradation are particularly concerning for developing nations like India, as they threaten the sustenance of life and the development of a country. Adopting Sustainable Daily Lifestyle Practices (SDLP) is a precursor to green consumption behaviour and is also a challenging behaviour to habituate, as the benefits to an individual are more abstract in the former than in the latter. The focus of this study is to explore the drivers of adoption of SDLP among Gen Z, as they are an emerging generation of consumers and are increasingly seen as key players in driving sustainable change. Literature shows less research work in SDLP, which has to be practised as a continuous behaviour, than the sustainable purchase behaviour of products, which is seen as a one-time purchase action. Based on the popular Theory of Planned Behaviour model (TPB), the influence of green attitude, subjective norms, promotional messages of action, perceived value and behavioural intention to follow, sustainable daily lifestyle practices were measured to predict adoption of SDLP. Structural Equation Modelling (SEM) was used to analyse survey data from Gen Z respondents from Puducherry and other states. The findings of the paper provide actionable insights for policymakers, influencers, and marketers seeking to foster Sustainable Behaviour in response to global environmental challenges.