Green Trust and Generation Z's Willingness to Pay for Products with Sustainable Packaging

Abstract

Introduction: Sustainable consumption has gained importance among Generation Z, who show greater sensitivity to environmentally responsible practices. In this context, products with sustainable packaging are positioned as an alternative aligned with their values, although questions remain regarding the factors that determine their willingness to pay. Objective: To analyze the antecedents that influence the willingness to pay for products with sustainable packaging among young Mexican consumers from Generation Z, integrating the Theory of Planned Behavior and green trust as an explanatory variable. Methodology: A quantitative, explanatory, and cross-sectional research design was employed. The sample consisted of 405 Generation Z participants residing in the city of Tampico, Tamaulipas, Mexico, who completed a structured questionnaire. Data were analyzed using partial least squares structural equation modeling (PLS-SEM). Conclusions: Five of the six proposed hypotheses were supported, confirming the linkage between green trust and the Theory of Planned Behavior. Green trust positively influenced both attitude and perceived behavioral control, thereby strengthening willingness to pay. Although attitude did not have a direct effect, perceived behavioral control, subjective norms, and green trust emerged as significant predictors of sustainable purchasing behavior.