Generation Z, digitally proficient and progressive in their stance on social and environmental issues (Gomes et al., 2023), are emerging as influential consumers. In the Philippines, 77.2 % of them made online purchases (Kemp, 2021), spending an average of 246 US dollars annually (PCMI, 2024). Notably, 7 in 10 online shoppers fall within the 18 to 24 demographic (Pan, 2023). Despite their awareness, studies reveal an attitude–behavior gap, where Gen Zs’ concern for the environment does not consistently reflect in their purchasing choices (Islam et al., 2023). Fashion items are the most purchased products by Filipino Gen Z on e-commerce platforms, contributing to 92 million tonnes of textile waste annually, much of which ends up in landfills (Crumbie, 2024). This is just one of the leading product types purchased online by this generation. As the Philippines, a climate-vulnerable developing nation (World Risk Report, 2017), faces mounting environmental and economic challenges, Gen Z’s consumption habits have serious implications for sustainability. This study examined factors affecting their intention to purchase sustainable products using Structural Equation Modeling in WarpPLS. Findings showed that Price Sensitivity (0.02), Social Influence (0.01), Marketing and Communication (0.01), and Availability (0.01) significantly impact purchasing intentions. To foster sustainable consumption, businesses should improve affordability, accessibility, and marketing, ensure clear labeling, and leverage technology and policy support. Public education and further research on cultural and digital trends are also essential. These strategies support market sustainability and contribute to achieving UN Sustainable Development Goal 12: Responsible Consumption and Production by 2030.

Keywords: Filipino Gen Zs, E-commerce platforms, Sustainable Products, SEM-WarpPLS, SDG 12