The influence of green marketing on consumer trust and purchase intention among young consumers

Abstract

This bachelor’s thesis studies how different forms of corporate environmental communication effects consumer trust and green purchasing intentions among Generation Z in Finland. This study uses a quantitative survey of 101 respondents aged 18–29. This study found that all green communication methods positively affected green consumer trust, explaining 42.1% of its variance. Third-party certified eco-labels were the strongest trust-building factor, followed by specific numerical environmental claims. Green consumer trust strongly predicted purchase intentions, explaining 37.8% of their variance. Mediation analysis showed that trust fully mediated the effects of eco-labels and numerical claims on purchasing intentions. The findings highlight that verified evidence and transparency are more effective than sustainability rhetoric in promoting green consumer behavior.