Abstract
The global pursuit of sustainable development has become increasingly urgent in recent times, with the United Nations (UN) introducing the Sustainable Development Goals (SDGs) as a comprehensive framework to guide the efforts of organizations and individuals towards a more sustainable future. When it comes to the intersection between sustainability, green marketing, and green dating, SDGs 3 (Good Health and Well-Being) and 12 (Responsible Consumption and Production) are particularly pertinent. With the increasing concern about environmental issues, sustainable practices are becoming important in different aspects of life, including dating. Today, more individuals prioritize sustainability in their personal lives and seek partners who share their values. When two people who are romantically involved share similar environmental principles, their actions will have a more positive effect on the world. The present study aims to investigate the factors that influence millennial and generation Z (GenZ) relationship seeker’s intention towards green dating in South Asia. The theoretical framework used is Ajzen’s Theory of planned behaviour. The implications of this study is that brands who are focusing their efforts on sustainability can leverage their green marketing efforts to the fullest. The study's findings suggest that brands emphasizing sustainability could benefit from maximizing their green marketing strategies.
The findings suggest that a significant proportion of millennials and GenZ express a strong commitment to sustainability and believe that green dating is a successful strategy for encouraging sustainable growth. Moreover, the primary motivators behind millennials' and Gen Z's intentions to engage in green darting behaviours are environmental attitudes, perceived behavioural control, subjective norms and green self-identity.
Overall, this study contributes to the growing body of literature on green marketing and sustainable dating. The results of this study are instrumental for dating platforms and sustainable brands seeking to differentiate themselves to resonate better with the growing tribe of green dating relationship seekers. Sustainable green dating is not just a passing trend but a lasting shift in dating culture.