Abstract:
The Underlying intention of this research is to identify the significance of generation Z idiosyncrasy
and its influence on the brand dilution. This research would try to correlate the social characteristics
of the mentioned generations and the consequential brand impact on modern business. Literature
review was abstracted on the cultural aspects buyer behaviors and attitude movements of the
generation Z, while the realism ontology was followed in creating the research methodology with
interviews. Qualitative tools and methodologies were used to collect data and the interviews were the
main tool while patterns identified through data coding. Findings suggested that the green guilt
influences the purchase intention of the FMCG industry while the decision to buy is highly
depending on availability of substitutable products and the relative pricing strategy of available
green products. Moreover, gender represented a prominent role in green purchase intention while the
green guilt is evenly identified in both male and female population. Main contribution of the paper
would be on green marketing were the possibility of using green guilt as an advertising appeal is
diagnosed through the study. Moreover, the social entrepreneurs and the companies with
sustainability goals would also be sheltered from the findings of the study.
