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

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AudienciaPúblico en generales_ES
CoberturaMéxicoes_ES
Fecha de ingreso2026-10-05T16:32:31Z
Fecha de publicación2026-01-01
ResumenIntroduction: 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.es_ES
Doihttps://doi.org/10.17141/letrasverdes.39.2026.6571es_ES
URIhttps://riuat.uat.edu.mx/handle/123456789/4352
Idiomaeses_ES
EditorialFAC LATINOAMERICANA CIENCIAS SOCIALES-FLACSO, ECUADORes_ES
RelaciónLetras Verdeses_ES
URL relacionadohttps://doi.org/10.17141/letrasverdes.39.2026.6571es_ES
DerechosAcceso abierto (Metadatos de producción científica)es_ES
Licenciahttp://purl.org/coar/access_right/c_abf2es_ES
FuenteLetras Verdes
Palabra claveConsumer behaviores_ES
Palabra claveEnvironmental protectiones_ES
Palabra claveGreen productses_ES
Palabra claveIntention to buyes_ES
Palabra claveSustainable developmentes_ES
Palabra claveTrustes_ES
TítuloGreen Trust and Generation Z's Willingness to Pay for Products with Sustainable Packaginges_ES
TipoArtículoes_ES
ArbitradoHa sido Arbitradoes_ES
AutorHernandez-Arteaga, Lorena-Gabriela
AutorCavazos-Arroyo, Judith
AutorOchoa-Hernandez, Magda-Lizet
AutorHernandez-Arteaga, Lorena-Gabrielaes_ES
AutorCavazos-Arroyo, Judithes_ES
AutorOchoa-Hernandez, Magda-Lizetes_ES
InstituciónUniversidad Autónoma de Tamaulipas
InstituciónUniversidad Autónoma de Tamaulipases_ES
Número39es_ES
Rango de páginas138-161es_ES
URL relacionadahttps://doi.org/10.17141/letrasverdes.39.2026.6571
Tipo de artículoIndexado
Tipo de artículoIndexadoes_ES

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