As the world grapples with the pressing challenge of sustainable development, it has become increasingly vital to understand the factors that influence consumption behavior. Generation Z, in particular, has emerged as a pivotal demographic in advancing sustainable consumption practices. This study investigates how Personal Norms, Social Norms, and Environmental Awareness influence Generation Z's intentions regarding sustainable consumption while examining the moderating role of environmental knowledge in these dynamics. Data were gathered through in-person interviews with 395 students from Osmaniye Korkut Ata University in Turkey. The results reveal that Social Norms ((3 = 0.329, p = 0.000), Personal Norms ((3 = 0.265, p = 0.000), and Environmental Awareness ((3 = 0.178, p = 0.000) have a positive impact on sustainable consumption practices, with social norms exerting the most decisive influence. Furthermore, the findings indicate that individuals with high environmental knowledge and strong personal values are more likely to consume sustainably. In contrast, those who are significantly influenced by the behaviors of their peer groups do not show substantial differences in their consumption intentions based on their level of environmental knowledge.
