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Purpose: The purpose of this study is to test the relationship between different factors influencing the Swedish generation Z purchasing intentions towards green products in the fast-moving consumer goods industry

Methodology: A quantitative research strategy was used. An online survey was conducted among the Swedish generation Z, between the ages of 19-29, using a snowballing and convenience type of sampling. 322 responses were then analysed using Pearson’s correlation coefficient together with multiple linear regression.

Findings: Key findings suggest that there is a significant and positive relationship between green price, subjective norm, environmental knowledge, perceived behaviour control towards the purchasing intention of Swedish generation Z in the FMCGs industry. Green place and attitude showed a weak, yet positive, relationship towards purchase intention, and environmental concern were found to have a very weak insignificant positive relationship towards purchase intention. Green promotion were found to have a negative relationship towards the purchase intention of Swedish generation Z in the FMCGs industry.