Does Greenwashing Wash Away Gen Z's Green Purchase Intention?

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.