Does Greenwashing Wash Away Gen Z's Green Purchase Intention?
研究将绿色洗白感知纳入计划行为理论，分析其对意大利Z世代绿色购买意愿的影响，发现绿色洗白会削弱环保驱动因素的正向作用，对企业和政策制定者具有启示。
ABSTRACT Gen Z is playing a key role in advancing sustainability efforts by driving climate activism, promoting responsible consumption, and engaging in political discourse. However, research on the factors influencing Gen Z's green purchase intentions remains limited, particularly regarding the role of greenwashing perception in shaping these decisions. This study expands the Theory of Planned Behavior (TPB) framework by incorporating greenwashing perception as a key determinant of green purchase intentions among Italian Gen Z consumers. A quantitative approach using PLS‐SEM is employed to test the proposed hypotheses. The results confirm that the TPB constructs positively drive green purchase intentions, while greenwashing perception has a negative impact, potentially counterbalancing the influence of pro‐environmental drivers. This study offers valuable insights into sustainable consumer behavior and provides practical implications for businesses and policymakers, emphasizing the need for transparent and credible sustainability strategies to maintain consumer trust and encourage genuine green consumption.