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Global warming and depletion of the environment are more than a hunch; they are irrefutable facts. While caring for the environment seemed like a luxurious hobby twenty years ago, it has become a crucial necessity these days. However, the sustainable demand for eco-friendly products seems to be less than it should be. In other words, the consumers seem to lack the intent to purchase green products. Therefore, studies on factors affecting sustainable green purchasing intent seem to be crucial now more than ever. This study attempts to shed some light on the matter using structural equation modeling. After receiving the answers of 357 respondents from Thai Generation Y participants, the estimations reveal that attitude towards green packaging and green marketing awareness have the strongest effects on purchasing intention. On the other hand, environmental concern seems to have the weakest effect on purchasing intention. The findings suggest that the producers must pay more attention to packaging and other novel forms of marketing to increase the customers’ intent for purchasing green products.

Generation Y’s Sustainable Purchasing Intention of Green Personal Care Products