This study investigates the sustainable purchasing behaviors of Generation Z in Saudi Arabia, providing an insightful exploration by integrating the theory of planned behavior and social identity approach. Through qualitative research, the study uncovers nuanced insights into the motivational factors and social dynamics influencing eco-friendly consumer choices among young adults. It highlights the importance of environmental consciousness, peer influence, and identity-based motivations in shaping sustainable purchasing patterns. The findings reveal that Generation Z’s decisions are significantly influenced by a combination of personal attitudes, perceived social norms, and identity-related aspirations towards sustainability. This research broadens the current understanding of green consumption in a culturally specific context, suggesting that young consumers’ sustainable behaviors are deeply intertwined with their social identities and environmental awareness. The implications of these findings are significant for policymakers, marketers, and manufacturers aiming to encourage eco-friendly practices among younger generations, highlighting the need for tailored strategies that resonate with their values and social identities.

Sustainable purchasing attitudes have been a topic of increasing research interest; however, to date, limited studies have investigated its antecedents, particularly within Generation Z in developing countries. In this paper, we empirically explore the factors that affect young consumers’ attitudes to purchasing sustainably within the holistic approach of terror management theory (TMT) by qualitatively exploring how the TMT constructs of death salience and self-esteem influence sustainability attitudes within Gen Z in Saudi Arabia, while considering the role of religion in the proposed TMT framework. Using purposive sampling, qualitative rich data were collected from 18 interviews with young consumers (Gen Z). Our findings revealed insights that help to understand the attitudes that influence sustainable purchasing judgments among young consumers in Saudi Arabia. This contributes to a better understanding of the holistic literature on sustainable purchasing attitudes and may have several implications for sustainable brand management in addition to opening up new research avenues for further investigation.