Bridging the intention–behavior gap in sustainable FMCG purchasing among Generation Z: An integrated innovation resistance theory and intention–behavior gap framework

Abstract

Fast moving consumer goods (FMCG) firms contribute substantially to packaging waste and emissions, and Generation Z consumers express strong environmental concern, yet their sustainable purchases lag behind their stated intentions. This paper reviews research on the intention behaviour gap in green purchasing and integrates it with innovation resistance theory to explain why green intentions often fail to become purchases among Gen Z consumers in India. Following PRISMA reporting guidance, the review synthesises 70 studies identified through database searches covering 2016 to 2026. The synthesis indicates that environmental consciousness, sustainability knowledge and social media exposure shape green purchase intention, whereas functional barriers (perceived risk, price and inconvenience) and psychological barriers (greenwashing, image concerns and low trust) weaken the conversion of intention into purchase. Green trust, credible sustainability communication and peer validation appear to reduce resistance and to support repeat purchase and electronic word of mouth. Building on these themes, the paper proposes a conceptual framework in which barriers link intention to behaviour and trust and peer validation act as moderating conditions. Most of the available evidence comes from intention based surveys and from settings outside India, so the framework offers propositions for testing rather than established findings. The paper provides guidance for FMCG managers on verified eco claims, affordability and convenience, and sets out a research agenda that uses observed purchase data.