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Article

Understanding Generation Z′s Purchasing Behaviour on Online Marketplaces: A TAM-Based Approach

by
Ștefan-Alexandru Catană
1,*,
Cosmin-Ionuț Imbrișcă
2 and
Cristina Veith
1
1
Department of Business Administration, Faculty of Business and Administration, University of Bucharest, 030167 Bucharest, Romania
2
Department of Applied Economics and Quantitative Analysis, Faculty of Business and Administration, University of Bucharest, 030167 Bucharest, Romania
*
Author to whom correspondence should be addressed.
J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 260; https://doi.org/10.3390/jtaer20040260
Submission received: 16 July 2025 / Revised: 16 September 2025 / Accepted: 19 September 2025 / Published: 1 October 2025
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Abstract

As Generation Z increasingly dominates the consumer market, understanding their purchasing behaviour in online marketplaces has become crucial for businesses aiming to engage this digitally native and environmentally conscious demographic. The present study aims to explore Generation Z′s purchasing behaviour in e-commerce platforms through the lens of the Technology Acceptance Model (TAM), while incorporating additional factors such as sustainability and environmental awareness. A partial least squares structural equation modelling (PLS-SEM) analysis using WarpPLS 8.0 was conducted on a sample of 636 Generation Z respondents from Romania. The results suggest that online marketplaces can enhance consumer engagement by integrating eco-friendly practices and emphasizing sustainable product offerings. This research contributes to the e-commerce literature by extending the TAM framework and by providing valuable insights for businesses targeting environmentally conscious digital consumers.

1. Introduction

In recent years, as technology, particularly the Internet, has advanced significantly, e-commerce has emerged as a key pillar of the global retail industry, offering consumers worldwide unprecedented convenience in purchasing products online. The rapid global adoption of the Internet, now exceeding five billion users [1], has driven a steady increase in online shopping, with over 33% of the world’s population making purchases online in 2024 [2]. A Statista study pointed out that in 2023, online marketplaces represented the largest portion of global online purchases [3]. E-commerce platforms such as Amazon, eBay, AliExpress, and various niche platforms (e.g., Airbnb, Booking.com) have emerged as dominant players in the retail sector, transforming how consumers shop and how businesses operate [4]. This shift has been further accelerated by the widespread adoption of smartphones, wearable devices, and Internet access, enabling consumers to browse a wide range of products from their homes, resulting in a significant rise in online shopping behaviour [5,6].
In Romania, as in other emerging markets, interest in online marketplaces has been growing [7], especially among educated young consumers [8] who play a key role in shaping future trends. They are interested in convenience [9], price comparisons [10] and a wide selection of items [11]—attributes that online shopping platforms readily provide [12]. Consequently, understanding how these platforms influence Generation Z′s purchasing decisions is crucial for both marketers and educators, as it reflects broader trends in consumer behaviour and technological adoption. The research gap addressed in this study lies in the application of the Technology Acceptance Model (TAM) to explore the connections between factors and purchasing behaviour in online marketplaces, an area that has yet to be thoroughly examined. TAM provides a robust theoretical framework for understanding how users embrace and use technology, especially within the context of online marketplaces. Developed by Davis [13], TAM has been widely used to investigate the acceptance of new e-technologies and e-services. This model posits that perceived ease of use and perceived usefulness significantly influence users′ attitudes towards technology, which in turn affect their behavioural intentions. While existing studies have explored consumer behaviour in e-commerce [14,15], few have specifically examined the adoption and use of marketplace platforms through the TAM framework. Although this model has been broadly applied to consumer behaviour analysis, it has rarely been used to study online marketplaces, especially in light of the growing importance of environmental awareness and sustainability. This study expands the traditional TAM by integrating two additional variables—environmental awareness and sustainability—to provide a more nuanced understanding of their impact on purchase intentions within digital commerce platforms. This integration is grounded in the premise that for Generation Z, environmental and ethical considerations are not peripheral but central to their consumer identity and decision-making processes [16]. Drawing on the value-based decision-making theory [17] and the moral norm activation theory [18], we argue that individuals who perceive an online platform as environmentally responsible are more likely to consider its features to be valuable, as these align with their personal values and purchasing behaviour. Moreover, this theoretical extension aligns with previous efforts to hybridize TAM with environmental behaviour models, such as the Value-Belief-Norm theory [19] and the Theory of Planned Behaviour [20]. Both frameworks acknowledge the role of normative beliefs and environmental concern in shaping behavioural intention and have been previously integrated into technology acceptance research to explain the adoption of green products [21,22,23], mobile technologies [24,25], and social media platforms [26,27,28]. Furthermore, other scholars [29] have employed this framework to investigate consumer acceptance of e-commerce websites. Although environmental awareness and sustainability have been studied before, their integration into TAM, specifically in the context of online marketplace behaviour among Generation Z, remains underexplored. This study addresses this gap by investigating how Generation Z uniquely incorporates sustainability concerns into their technology acceptance behaviour within e-commerce environments.
This study aims to investigate the impact of various factors on consumers′ purchasing behaviour in online marketplaces. It presents an in-depth analysis by testing five hypotheses related to the following factors: perceived usefulness, perceived ease of use, attitude towards using, behavioural intention to use, environmental awareness, and interest in sustainability. Through this examination, the study seeks to contribute to a deeper understanding of how these factors influence consumer behaviour in the context of online shopping, with particular emphasis on the role of sustainability and environmental concerns.
This study is structured as follows. First, we present the theoretical framework underpinning the research, discussing the Technology Acceptance Model and the consumption patterns of Generation Z. Next, we develop a conceptual model to examine how variables such as perceived usefulness, perceived ease of use, attitude towards using online marketplaces, behavioural intention to use, environmental awareness, and sustainability influence purchasing behaviour in e-commerce platforms. Then, we describe the research methodology, followed by a presentation of the analysis results. Finally, we discuss the study’s results compared to the existing literature, acknowledge its limitations, and outline potential directions for future research.

2. Literature Review

In recent years, the world has been experiencing numerous changes and facing challenges related to technological advancements, resource exploitation, the development of innovation capacities, investment processes, and various crises. Addressing these challenges effectively requires the implementation of a sustainable and balanced approach [30]. Purchasing decisions are directly influenced by consumers′ attitudes, particularly toward new technologies, including artificial intelligence. The more favourable consumers’ perceptions are of artificial intelligence and modern technology in general, the more likely they are to purchase products in online retail platforms [31].

2.1. The Impact of Technological Factors on Generation Z’s Attitudes Toward E-Commerce

Technological advancements play a crucial role in shaping users’ attitudes toward digital platforms and online services. The widespread adoption of smartphones and digital technologies has significantly influenced consumer behaviour, leading to substantial shifts in how people interact with digital marketplaces [32]. Social media also contributes to this transformation by directly influencing purchasing decisions through targeted advertising, customer reviews, and the promotion of emerging trends [33]. Furthermore, technological progress has enhanced consumers’ perceptions of the utility of artificial intelligence (AI), particularly in its ability to recommend products based on individual preferences and needs [34].
Generation Z’s purchasing behaviour is significantly influenced by technological evolution, which affects their attitudes, motivation, perceptions, and ethics [35]. This generation is the first cohort to grow up in an environment dominated by the Internet and rapid technological advancements [36]. Their strong need for constant social interactions is reflected in their extensive use of social media platforms [35]. They perceive e-commerce as more convenient, accessible, and anonymous, enabling them to shop without fear of judgment [37]. Furthermore, Generation Z′s unrestricted access to technology and the online environment contributes to a tendency toward impulsive buying behaviours, characterized by spontaneous purchases driven by speed and social media imagery [38]. In a study conducted among college students, Jacob and Shanmugam (2020) highlighted that students particularly prefer to purchase fashion items and gadgets through online marketplaces [39].

2.2. Generation Z’s Behaviour in E-Commerce

The online environment, particularly through social media platforms, plays a crucial role in shaping consumer expectations and behaviour [40]. For any successful brand, consistent and informed engagement in digital interactions is essential, especially given Generation Z′s intensive use of technology [41]. In this context, product quality and customer satisfaction are closely interconnected; positive experiences often lead to favourable reviews, which in turn influence the purchasing decisions of other customers [42].
Bidirectional communication on social media enhances the customer experience and fosters trust through direct engagement, thereby positively influencing purchasing decisions [43]. Moreover, the use of AI algorithms facilitates efficient data collection; however, transparency in this process is essential for building and maintaining trust among e-commerce users [34].
Additionally, purchasing decisions in e-commerce are influenced by the socio-economic context. A comparative study between Turkey and Romania revealed that common factors affecting purchasing behaviour include price, convenience, home delivery, and access to detailed product information. However, a distinguishing factor among Romanian consumers is their strong appreciation for time savings [44]. Similarly, a comparative analysis between Serbia and Hungary emphasizes the challenges faced by emerging markets like Serbia, where consumer trust remains limited, logistics systems are underdeveloped, and inventory management is not well integrated with online platforms. In contrast, Hungary demonstrates a highly developed e-commerce ecosystem [45]. Furthermore, in a study conducted in Asia, researchers found that platform preference also varies by country: Thai students preferred to shop on Facebook, while Vietnamese students favored Shopee [46].

2.3. Generation Z’s Sustainable Behaviour in Online Marketplaces

During the pandemic, the most influential factors in consumers’ purchasing were convenience, trust in shopping platforms, and risk avoidance [47]. These factors continue to play a significant role today, particularly in the context of the Fourth Industrial Revolution, which has transformed consumer behaviour and driven the development of new marketing strategies [48].
For Romanian consumers, several barriers continue to hinder the adoption of sustainable purchasing behaviour. These barriers are primarily associated with the higher prices of sustainable products, misleading labeling, limited availability, and insufficient information about environmental issues [49]. Notable gender-based differences have also been observed: young men tend to prioritize time efficiency and are more prone to impulsive purchases, while young women tend to focus on finding the best deals and prioritizing product quality [50]. A study conducted in 2024 revealed that only 15% of Romanian consumers display active sustainable behaviour, while 65% exhibit moderate levels of sustainable behaviour, and 20% reject sustainable practices altogether [49].
Generation Z exhibits a high level of acceptance toward individuals of diverse cultures, races, genders, and sexual orientations, actively advocating for equality and social justice [51]. This generation is socially engaged, values rapid interactions, and expects immediate access to information, products, and services, along with continuous feedback [48]. Their preferences increasingly align with eco-friendly products, as environmental concerns and sustainability hold a significant level of importance for Generation Z [52].
The following table (Table 1) presents some studies on Gen Z representatives regarding their purchase behavior in online marketplace contexts.
The studies summarized in Table 1—though not exhaustive—have examined the mechanisms of the TAM framework principally in e-commerce, but less often in marketplace-specific settings. Our research therefore moves beyond online stores to focus on Generation Z in e-commerce platforms. In addition, the integration of Interest in Sustainability (S) and Environmental Awareness (EA) as antecedents of attitude and intention remains insufficiently studied and explained. Focusing on Romania, an emerging economy within the European Union, our study seeks to clarify where pro-sustainability orientations enter the TAM process and to quantify how much they contribute—over and above perceived usefulness and perceived ease of use—to the formation of attitude and intention in marketplace contexts.

2.4. Hypothesis Development

Understanding the factors that influence Generation Z′s purchasing decisions in online marketplaces provides valuable insights for educators, marketers, and government institutions. As young consumers increasingly engage with e-commerce platforms, their preferences and behaviours are shaping market trends and redefining the future of retail. Moreover, the relevance of this research extends beyond commercial interests. In an era marked by growing environmental concerns and a heightened emphasis on sustainability, examining how consumers prioritize eco-friendly choices within online retail platforms carries significant implications for both marketing strategies and corporate social responsibility initiatives.
Building on the concept of the attitude toward using digital commerce platforms, it is essential to examine the perceived usefulness of these platforms, as it reflects the extent to which an individual believes that purchasing online can enhance the effectiveness of their shopping experience [66]. Previous studies have shown that perceived usefulness has a significant impact on technology adoption and usage [67,68]. Moreover, a positive attitude toward using online marketplaces is generally associated with a higher probability of behavioural intention to use such platforms [69]. Therefore, we propose the following hypotheses:
Hypothesis 1 (H1). 
Attitude toward using online marketplaces is positively influenced by the perceived usefulness of online marketplaces.
A study based on TAM by Andrina et al. [70] confirmed that the perception of ease of use positively influences consumers’ attitudes towards using online marketplaces. This finding is further supported by another study, which underscores the positive impact of perceived ease of use on perceived usefulness, thereby shaping attitudes toward online shopping [71]. Accordingly, we formulate the following hypothesis:
Hypothesis 2 (H2). 
Perceived ease of use has a positive impact on the attitude toward using online marketplaces.
Customer concern for sustainability plays a crucial role in raising awareness about environmental protection. An increased interest in sustainability enhances the ability to recognize environmental issues [72]. Furthermore, motivation and concern for environmental protection positively influence attitudes towards sustainability, suggesting that interest in sustainability has a positive effect on environmental awareness [73]. Based on these findings, we propose the following hypothesis:
Hypothesis 3 (H3). 
Interest in sustainability positively influences environmental awareness.
In this study, interest in sustainability is conceptualized as a motivational driver, which determines individuals to behave in an environmentally friendly manner. Environmental awareness, in contrast, represents knowledge and concern about environmental issues which can shape attitudes and behaviours. Individuals with a high level of environmental awareness tend to exhibit a positive attitude toward purchasing eco-friendly products [74]. This suggests a direct influence of environmental awareness on online purchasing behaviour. In a longitudinal study of Polish consumers conducted over ten years, Gajdzik et al. [75] observed a significant increase in environmental awareness, which corresponded with changes in online purchasing behaviour and a stronger preference for sustainable and eco-friendly products. Pro-environmental attitudes and green purchasing intentions are closely linked, underscoring the importance of environmental awareness in shaping consumers’ online behaviour [76]. Given Generation Z’s heightened environmental consciousness, it is pertinent to analyze how this awareness translates into actual behavioural intention and perceived usefulness within the context of e-commerce platforms. Accordingly, we propose the following hypotheses:
Hypothesis 4 (H4). 
Environmental awareness positively influences the attitude toward using online marketplaces.
Environmental awareness, in this study, is a general construct treated as a broad antecedent expected to shape consumer evaluations of sustainability in e-commerce contexts. A positive attitude toward online shopping significantly influences the intention to make future purchases [77]. Furthermore, another study demonstrated that consumers’ attitudes toward online shopping directly affect their behavioural intention to use these platforms [78]. These findings highlight the importance of fostering a favourable attitude to encourage the intention to use digital marketplaces. Therefore, we state the following hypothesis:
Hypothesis 5 (H5). 
Attitude toward using online marketplaces has a positive impact on behavioural intention to use.
Applying the Technology Acceptance Model to study Generation Z′s purchasing behavior via e-commerce platforms allows for a comprehensive analysis of the factors driving acceptance and engagement with these platforms. For example, in their study on youth from the Republic of Macedonia, Blagoeva and Mijoska [79] highlight that an enhanced version of the basic TAM, incorporating three additional variables—trust, website usability, and customer service—provides a useful framework for understanding online shopping behaviour. Similarly, research in the Indonesian market by Purwanto et al. [80] suggests that user decisions to utilize e-marketplace applications are influenced by their perceptions of the application′s ease of use, a finding further confirmed by Prakosa & Sumantika [81]. Building upon the foundational principles of the TAM, our study extends the model by integrating the variables of environmental awareness and sustainability.
Figure 1 presents the conceptual model that underpins this paper. The model is based on the core of the TAM model which postulates that the perceived usefulness of a marketplace makes it more likely for users to engage with it (H1). Similarly, ease of use will allow them to have a more favorable view of marketplaces (H2). These two variables impact the attitude towards using and engaging with a marketplace which, in turn, will convert in actual use (H5).
To the TAM model, we added the environmental component. Firstly, interest in sustainability is seen as an important initial step in behaving in an environmentally friendly manner (H3). This environmental awareness is expected to have multiple outlets, including influencing the attitude towards using online marketplaces as an easier, more streamlined and ecofriendly method of purchasing products (H4) as they may be seen as more efficient by linking the producer to the actual consumer and bypass all the normal intermediaries that a normal brick and mortar storefront would imply.
This framework is especially relevant in the context of online marketplaces, where consumer behaviour is increasingly shaped by digital platforms. As these marketplaces continue to grow in popularity, they offer consumers greater access to a wide range of products, including sustainable options.

3. Methodology

3.1. Data Collection and Sampling

The data for this study were collected through an online questionnaire distributed to individuals belonging to Generation Z. Given the scope of the research and the exploratory nature of the model extension, a convenience sampling strategy was employed. This approach was chosen for pragmatic reasons and specifically targeted toward users relevant to online marketplaces.
The data collection was carried out in two stages. First, a pilot survey was conducted on a sample of 163 respondents, to validate the research instrument and ensure the reliability and clarity of the questions. The first questionnaire was significantly longer than the one we ultimately used. An initial analysis was conducted using the psych package in R to maximize Cronbach’s alpha for each scale. We found that we could obtain better results without those items. Based on the feedback and results from this preliminary phase, a revised version of the survey was developed for the main data collection. A final round of data collection was conducted, and a second analysis was performed using WarpPLS 8.0. Items that exhibited low scores on their assigned scales, high cross-loadings, or multicollinearity (e.g., high VIF) with other items within the same scale were removed.
The questionnaire was created using Google Forms, and the survey link was distributed via university groups and relevant online communities frequented by Generation Z consumers. The recommended sample size was computed using WarpPLS, with a significance level (α) of 0.01 and a statistical power of 0.99. Based on the inverse square root method, a minimum of 558 responses was recommended, while the gamma-exponential method suggests 533 responses [82]. Data were collected between the 20th of October and the 17th of December 2024, during which 636 Romanian respondents completed the questionnaire. The average age of the respondents was 20.36 years, with a standard deviation of 1.97 years. A detailed description of the sample is provided in Table 2.

3.2. Data Analysis Approach

The analysis was conducted using the PLS-SEM methodology, selected for its robustness with small sample sizes [72] and its ability to handle non-normal data distributions [83,84]. The implementation was carried out using WarpPLS version 8.0, which offers the added advantage of detecting non-linear relationships between variables [85].

4. Results

4.1. Measurement Reliability and Validity

To assess the validity of the constructs, indicator loadings, internal consistency, as well as convergent and discriminant validity, were examined [85]. Table 3 presents the factor loadings, all of which exceed the threshold of 0.7, indicating an acceptable level of item reliability [83,86].
Reliability was assessed by examining internal consistency using composite reliability (CR) and Cronbach’s alpha [83], as well as convergent validity using the average variance extracted (AVE). The corresponding values are presented in Table 4.
The values for all the scales exceed the critical thresholds required. Composite reliability is very high, surpassing the minimum requirement of 0.7 for both CR and Cronbach’s Alpha [83]. All CR values are below 0.95, which indicates no sign of item redundancy [83]. The AVE is above 0.50 for all factors, confirming internal consistency. Moreover, the items were also evaluated for discriminant validity, determined using the HTMT ratio [83,86] (see Table 5).
All of the items have an HTMT ratio below the threshold of 0.90, which is considered acceptable for conceptually similar items [83,87]. The value for EA and S is 0.82, an acceptable value which shows they are significantly distinct.

4.2. Assessment of the Inner Model

In order to ensure a sound inner model, we need to look at a series of descriptives to assess model reliability, validity, and freedom from bias and distortion. These are presented in Table 6.
The model demonstrates an excellent fit. The APC, Average R2, and Adjusted R2 values are all high, indicating strong explanatory power. The collinearity measures are below the threshold of 3.3, suggesting low levels of multicollinearity among the factors in the model. These values are of particular interest because the concepts of S and EA are distinct, even though there is a potential conceptual overlap. The GoF value, which measures how well the model explains the data [82,88], is also excellent. Regarding model integrity, there are no signs of relationship reversals, statistical suppression, or nonlinear bivariate causality [82]. These results are further supported by the path coefficients, p-values, and effect sizes presented in Table 7.
The results indicate that all hypotheses are supported, each demonstrating statistically significant effects. Specifically, the analysis reveals robust relationships between the variables, with the expected directional effects confirmed for all hypotheses, further strengthening the validity of the proposed model. Moreover, multigroup analysis was conducted, and no significant differences were found based on gender, income level, employment, or place of origin. While women were overrepresented in the sample—a common pattern in survey research on sustainability—the model held consistently across groups.

5. Discussion

Based on the PLS-SEM analysis, the outcomes of our study highlight several key factors influencing purchasing behaviour in online marketplaces: perceived usefulness, perceived ease of use, attitude toward using online marketplaces, behavioural intention to use, environmental awareness, and interest in sustainability. While previous research has identified various constructs related to these factors, our study specifically adapts these findings to the context of Romanian Generation Z consumers. Romania, as an emerging e-commerce market within the European Union [2], is experiencing ongoing developments in both digital adoption and sustainability awareness [88]. Examining Generation Z within this evolving environment offers valuable insights into the role of sustainability-related constructs in shaping consumer behaviour in developing digital ecosystems. The hypotheses tested in this study were supported in the anticipated directions, and all effect-related results are reported in Table 7.
The first research hypothesis (H1) states that perceived usefulness positively impacts the attitude towards using online marketplaces (β = 0.422, p < 0.001, f2 = 0.337). This finding is consistent with prior studies indicating that consumers are more inclined to engage with platforms they perceive as beneficial for achieving their goals [89,90]. When consumers view e-commerce platforms as offering significant advantages such as competitive pricing, attractive deals, practical solutions, or cost-saving opportunities, they tend to develop a more favourable attitude toward using these platforms. This insight carries important implications for online marketplace operators, suggesting that enhancing the perceived usefulness of their platforms could foster greater user adoption and loyalty.
The results of the study support the second hypothesis (H2), indicating that perceived ease of use positively impacts the attitude toward using online marketplaces (β = 0.433, p < 0.001, f2 = 0.347). This finding aligns with previous research, suggesting that consumers are more likely to adopt and continue using technologies or platforms that are easy to navigate and require minimal effort [91,92,93]. In the context of online retail platforms, factors such as straightforward and intuitive navigation, a mobile-friendly interface, convenient payment options, and overall user-friendliness contribute to a more favourable perception of the platform. This, in turn, enhances consumer satisfaction and increases the likelihood of repeat usage. Therefore, the ability of digital marketplaces to meet these expectations depends on the performance of IT service providers. Prior research has highlighted that organizational innovation level and service quality play a critical role in enabling such providers to sustain competitiveness in the digital economy [94].
Moreover, interest in sustainability plays a crucial role in shaping consumer behaviour. Our results show that interest in sustainability has a statistically significant impact on environmental awareness (H3), with a large effect size (f2 = 0.562). This finding aligns with previous studies indicating that the more individuals engage with sustainability topics, the more aware they become of environmental issues and the importance of environmental protection [95,96]. Given that many e-commerce platforms are increasingly promoting sustainable products, eco-friendly packaging, delivery via electric vehicles, reduced plastic consumption, and environmental certifications, the growing interest in sustainability is likely to influence purchasing decisions.
Our findings confirm the fourth hypothesis (H4), revealing a positive but limited effect of environmental awareness on the attitude towards using online marketplaces (β = 0.094, p = 0.008, f2 = 0.048). This limited impact may be influenced by factors such as the underdeveloped sustainability infrastructure in Romania [97] and low retailer transparency in local marketplaces [98]. Although Generation Z is often described as environmentally conscious, recent empirical research suggests that awareness does not always translate into attitudinal or behavioural outcomes, especially when other factors such as convenience, price, and perceived social influence are more immediate in online shopping contexts [99,100,101]. This indicates that Generation Z consumers might not prioritize environmental concerns as a primary factor when forming attitudes toward using online marketplaces. Additionally, the measure of environmental awareness in our study may reflect general concern rather than strong personal involvement. Gen Z individuals may express eco-awareness passively while still favoring ease of use or influencer recommendations when making actual purchase decisions. This finding contrasts with earlier studies, which suggested a stronger link between environmental values and consumer behaviour in the general population [82,87]. Furthermore, given the Romanian context, where institutional support for sustainability and marketplace transparency is limited, environmental messaging may have reduced persuasive power. Within this setting, our study offers a context-sensitive contribution by examining how Generation Z’s purchasing behaviour interacts with environmental values in an underexplored European country. This perspective complements existing research from more developed economies and may be useful for local or regional business strategies, as well as comparative academic studies.
This research highlights that the attitude toward using online marketplaces has a positive impact on the behavioural intention to use them (β = 0.815, p < 0.001, f2 = 0.665). These findings are consistent with previous studies that demonstrate a strong link between individuals′ attitudes and their future behaviour, particularly in the context of online shopping [69,102,103,104,105,106,107]. As consumers develop more favourable attitudes toward online platforms, their intention to engage with and use these platforms increases. This underscores the importance of delivering positive user experiences, as a more favourable perception of the marketplace can significantly enhance consumers′ willingness to adopt and consistently use these platforms. We enrich TAM for Generation Z marketplace contexts by showing that S operates upstream, exerting a strong effect on EA (β = 0.750; f2 = 0.562), whereas EA has a positive but modest effect on ATUOM (β = 0.094; f2 = 0.048). By comparison, the core TAM links remain robust in this cohort: PUOM → ATUOM and PEUOM → ATUOM, while ATUOM → BIUOM is dominant (β = 0.815; f2 = 0.665). Overall, the findings delineate boundary conditions for TAM: for Gen Z in Romania (an emerging EU market), utilitarian appraisals remain primary, and sustainability functions as a contextual amplifier with a limited direct influence on attitude—consistent with the current absence of mature ‘green’ infrastructures on Romanian marketplaces. Measured against the specialized literature—particularly within the European context—our results show that the central TAM links are strong. In addition, for our Romanian Gen Z sample we observe a moderate effect of environmental awareness (EA) on attitude. The main differences highlighted by our findings relate to the marketplace setting and to the degree of maturity of sustainability infrastructure. Where platforms provide verified filters, standardized labelling, and low-carbon delivery options, pro-environmental attitudes are more readily translated into purchase intention and its continuance. In Romania, where these conditions are not yet widely in place, perceived usefulness and perceived ease of use become the decisive factors in platform evaluation; accordingly, the direct role of EA remains comparatively limited. In other words, compared with the results obtained in the present study regarding the relatively weak role of environmental awareness in shaping attitudes towards the use of online marketplaces, international studies [54] for Germany and [60] for Vietnam report a stronger influence. Thus, in the case of Romania, environmental awareness has not translated into positive evaluations of platforms. This difference can be explained by several factors, such as the insufficient development of sustainability infrastructure in Romanian online marketplaces, economic considerations, and consumer concerns about “greenwashing”. With respect to sustainability infrastructure, we note the inconsistent application of eco-labels, the rarity of low-carbon delivery options, and the limited availability of certified product filters. From an economic perspective, it should be taken into account that Generation Z, even if aware of environmental issues, tends to be attracted by lower prices and faster deliveries. This is also confirmed by academic literature that highlights the existence of the “attitude–behaviour gap” [99]. Furthermore, consumer concerns about “greenwashing” and the resulting lack of trust reduce the effectiveness of sustainability messages, as also shown in other studies on Generation Z in Romania, such as those by [49,56]. These aspects, directly linked to the Romanian context at the present moment, reinforce the concrete contribution of our study, demonstrating that extending the TAM model in the direction of sustainability depends both on the level of development of specific infrastructure and on the overall maturity of a given market.

6. Implications

6.1. Theoretical Implications

The results of our study provide valuable insights for researchers. First, this research contributes to the e-commerce literature by identifying specific patterns of buying behaviour among Generation Z consumers in online marketplaces. Furthermore, our study extends the Technology Acceptance Model by incorporating two additional variables—environmental awareness and sustainability—offering a more comprehensive understanding of the factors that shape shopping behaviour in digital marketplaces. These constructs are less commonly examined within TAM, particularly in e-commerce contexts, and their inclusion highlights value-driven motivations that go beyond the utilitarian assumptions of traditional TAM applications. By integrating these dimensions, our research underscores the increasing importance of sustainability considerations in digital commerce and offers a nuanced perspective on how ecological concerns interact with established TAM constructs such as perceived usefulness, perceived ease of use, attitude toward using online marketplaces, and behavioural intention to use. Additionally, our study applies and validates TAM within the underexplored context of Generation Z consumers, with a specific focus on sustainability-oriented behaviour in online marketplace environments. While the individual TAM relationships are well-established, our findings recontextualize these mechanisms, demonstrating how they function within a digitally-native and environmentally conscious cohort. These nuances offer important generational insights for behavioural modelling in e-commerce. In this sense, the study offers generationally relevant and Romanian-specific insights into how emerging consumer values are reshaping engagement with e-commerce ecosystems.

6.2. Practical Implications

From a practical perspective, our findings offer valuable managerial insights for businesses, marketplace operators, and policymakers. Generation Z places high importance on sustainability issues, which play a crucial role in shaping their environmental awareness. As our results demonstrate, this heightened awareness significantly influences attitudes toward using e-commerce marketplaces, highlighting a growing consumer preference for sustainable purchasing options. This underscores the need for online platforms to implement actionable strategies that support environmentally conscious shopping. Examples of such strategies include integrating eco-friendly practices into marketing efforts, implementing sustainability filters on e-commerce platforms (e.g., allowing users to search for products based on environmental certifications such as EU Ecolabel, FSC, organic standards), and highlighting verified green brands through badges that build trust and visibility. Additionally, partnering with local eco-conscious producers can combine environmental positioning with support for domestic SMEs. To remain competitive, businesses must not only adopt sustainable practices but also ensure transparency in their environmental commitments. Clearly communicating sustainability efforts and leveraging green marketing strategies are essential for building consumer trust and fostering long-term brand loyalty. Furthermore, shopping platforms should align their strategies with Gen Z’s affinity for interactive digital experiences—for instance, by gamifying sustainability engagement—by collaborating with social media influencers focused on environmental topics to communicate product values in a relatable and authentic way. All of the above measures require support from public institutions, which must adopt and implement policies to ensure the standardisation of green labelling for marketplaces, as well as incentives for those who use reusable packaging and organise consolidated deliveries. A public digital infrastructure for e-receipts, with interoperable sustainability indicators, would be both practical and capable of delivering rapid results.

7. Limitations and Future Research Directions

Despite the promising results of this study regarding the influence of some factors on online purchase intention, several limitations must be acknowledged and addressed in future research. One important limitation of the study lies in the use of a convenience sampling method, which primarily involved university-affiliated participants and online communities. While this group reflects a relevant segment of Generation Z, known for their technological fluency and digital engagement, the findings may not be generalisable to the broader Gen Z population. The use of non-probability sampling introduces potential selection bias, possibly overlooking individuals from rural areas or lower-connectivity backgrounds. To improve generalizability, future studies should consider more diverse samples in terms of generation, geographic location, and socio-economic background. Employing probability-based or stratified sampling methods would ensure more representative data. Second, the gender distribution in the sample was skewed, with a predominance of female respondents (62.86%). This imbalance may have influenced the results—particularly those related to sustainability constructs—as existing literature indicates that women often report higher levels of environmental concern and engagement in pro-sustainable behaviours. As a result, the study’s conclusions may not fully capture gender differences within Generation Z.
Future research should explore gender-specific pathways within extended TAM frameworks, especially examining how environmental awareness and sustainability perceptions influence perceived usefulness and behavioural intention across genders. Moreover, future studies could expand on the factors influencing Generation Z’s purchasing behaviour in online marketplaces. Potential avenues involve exploring variables such as social influence, trust in digital platforms, and the impact of personalized marketing strategies on consumer decisions. Finally, since this study focused solely on the Romanian market, cross-cultural comparative studies would offer valuable insights into how different levels of sustainability infrastructure, digital maturity, and cultural values shape online purchase patterns. Accordingly, for multi-country studies we recommend testing measurement invariance (MICOM) and conducting MGA to compare coefficients across markets. In addition, it is useful to include country-level moderators that capture cultural differences (the salience of pro-environmental norms and familiarity with eco-labels), economic factors (price sensitivity, income dispersion, and the perceived costs of “green” options), and infrastructural aspects (the maturity of marketplace sustainability features—verified filters, low-carbon delivery options, and mechanisms for verifying “green” claims). These indicators help to delineate clearly the model’s boundary conditions.

8. Conclusions

The technological development, in general, and digital transformation, in particular, have changed the way people purchase the products. As Generation Z increasingly dominates the consumer market, understanding their purchasing behaviour in online marketplaces has become important for businesses aiming to engage this digitally native and environmentally conscious demographic.
The findings of this research underline that there are several key factors influencing buying behaviour in shopping marketplaces: perceived usefulness, perceived ease of use, attitude toward using online marketplaces, behavioural intention to use, environmental awareness, and interest in sustainability. Furthermore, the paper extends the TAM framework in the context of Generation Z by demonstrating that interest in sustainability strongly influences environmental awareness, while environmental awareness, in turn, exerts a positive though modest effect on attitude toward using online marketplaces.
Carrying out this research in the Romanian market is particularly useful for e-commerce businesses that need to adapt their marketing strategies to new generations, especially in the context where interest in sustainability and environmental awareness are important aspects for them.

Author Contributions

Conceptualization, Ș.-A.C., C.-I.I., and C.V.; methodology, Ș.-A.C. and C.-I.I.; software, C.-I.I.; validation, Ș.-A.C., C.-I.I., and C.V.; formal analysis, C.-I.I.; investigation, Ș.-A.C., C.-I.I., and C.V.; resources, Ș.-A.C. and C.V.; data curation, Ș.-A.C., C.-I.I., and C.V.; writing—original draft preparation, Ș.-A.C., C.-I.I., and C.V.; writing—review and editing, Ș.-A.C., C.-I.I., and C.V.; visualization, Ș.-A.C., C.-I.I., and C.V.; supervision, Ș.-A.C., C.-I.I., and C.V.; project administration, Ș.-A.C. All authors have read and agreed to the published version of the manuscript.

Funding

This research received no external funding.

Institutional Review Board Statement

This research was developed based on a survey. The questions were designed to collect opinions and perceptions, and no personal data were collected. Participation in the survey was voluntary, with the possibility of withdrawal at any time, without consequences. This work does not pose a risk to participants. Therefore, ethical approval from an institutional review board or ethics committee was not required for this study.

Informed Consent Statement

Informed consent was obtained from all subjects involved in the study.

Data Availability Statement

Data are available upon request.

Conflicts of Interest

The authors declare no conflicts of interest.

Abbreviations

The following abbreviations are used in this manuscript:
AIArtificial intelligence
Gen ZGeneration Z
TAMTechnology Acceptance Model

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Figure 1. Conceptual research model illustrating the working hypotheses.
Figure 1. Conceptual research model illustrating the working hypotheses.
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Table 1. Representative studies on Gen Z sustainable purchase behavior in online marketplace contexts.
Table 1. Representative studies on Gen Z sustainable purchase behavior in online marketplace contexts.
AuthorsCountryContextSampleMethodology‘Green’ Variables
Abeysekera et al. (2022) [53]Philippinesyoung consumersn = 923, business students surveyTPB, HofstedteEnvironment behavior, attitudes, norms, perceived behavioral control; purchase intention & purchase behavior for „green”
Brand, Rausch & Brandel (2022) [54]Germanyonline shopping n = 7, Online panel; Gen Z and Gen XAdaptive Choice-Based Conjoint analysisSustainability attributes of online offers (certification, green delivery, returns); importance/partial utility
Do et al. (2024) [55]Vietnamfashion industry, greenwashing n = 467, Gen Z customers surveyQuantitative approach: boot strapping method, extended TPB (SEM)Attitudes, subjective norms, greenwashing perception, green purchase intention
Drăgolea, et al. (2023) [56]Romaniauniversity students (sustainable consumption)n = 784, SurveyQuantitative research PLS-SEM (sustainable behavior)Self-reported sustainable behavior, environmental protection, green marketing perception (GMk); Likert scale
Liu, Bernardoni & Wang (2023) [57]USAfashion resale platforms n = 257, Gen Z surveyPerceived Value + environment awareness (SEM)Environment awareness, value perception (epistemic, product choice, quality, value for money, budget)
Liu, et. al. (2024) [58]Chinasustainable fashion (environmental accidents)n = 14, Focus-group & questionnaire (Gen Z)TPB + NAT (norm activation theory) (Semantic analysis method)Dimensions of the „environmental accidents” (scale, degree of suddenness, nature of effects, duration) → attitude, norm, intention
Mazanec & Harantová (2025) [59]Slovakiasecond-hand shopsn = 340, Gen Z surveyCorrespondence analysis Ecological awareness, emotional relation with fashion, second-hand purchase experience (gender, education, residence size, online shopping experience for SHC)
Ngo et al. (2024) [60]Vietnamsustainable clothing products (e-commerce)n = 641, young e-shoppers surveyQuantitative approach, Stimulus-Organism-Response-Model + TPB (EFA, CFA, SEM)Green perceived value, social influence, environmental concern (S); environmental and product attitudes (O); sustainable clothing purchase intention
Palomo-Domínguez, Elías-Zambrano & Álvarez-Rodríguez (2023) [61]Europeresale marketplace (Vinted)Focus groups (2 groups with 12 members from Lithuania) + pilot survey (n = 156) based on a questionnaire (Gen Z)Exploratory (qualitative and quantitative methods combination)Pro-sustainability motives (economic, social, ecological) and barriers; thematic codification
Pan, et. al. (2022) [62]Taiwangreen hotels (hospitality)n = 296, Gen Z tourists (online survey)TPB extended (partial least squares structural equation modeling)Personal moral norms, environmental concern, attitude, subjective norms, perceived behavior control
Suminar, Hafiar, Amin & Prastowo (2024) [63]Indonesiapro-environmental behavior (PEB) & social median = 670, Gen Z (cross-sectional survey)Descriptive and injunctive norms in a measurement model; PLS Family norms (descriptive and injunctive), PEB intention, exposure to social media information
Sun & Xing (2022) [64]Chinasocial media & e-commercen = 274 Gen Z (online survey)Two-factor intermediary analysis model, Stimulus-Organism based viewGreen purchase intention (GPI), perceived green value (PGV), social media information sharing (SMIS), subjective norms (SN); control variables: gender, education, age, personal monthly income
Surmacz, Wierzbiński, Kuźniar & Witek (2024) [65]Polandsharing economy (digital platforms)n = 442 Gen Z (CAWI-method)SEM (sharing adoption) (SPSS, AMOS)Willingness to Share for Savings, Ecological Concern, Digital Customer Engagement; Likert Scale
Theocharis & Tsekouropoulos (2025) [16]Greecebrand dimension and adoption of newly launched technological productsn = 302, Convenience and systematic sampling of Gen ZQuantitative approach, theory of reasoned action and theory of consumer cultureBranding variables: online brand experience, brand engagement, brand image, brand trust, brand loyalty, brand awareness; behavioral intention—purchase intention
Table 2. Descriptive statistics of the demographic information of the sample.
Table 2. Descriptive statistics of the demographic information of the sample.
CharacteristicResponseFrequencyPercentage (%)
SexMale23637.11
Female40062.86
Employment statusEmployed21133.18
Student41665.41
Unemployed (Includes Job-seeker, Unemployed)91.42
Income per person in household≤€300609.43
€301–€60015824.84
€601–€90016025.16
€901–€120012219.18
€1201–€1500578.96
€1501–€1800416.45
Over €1800385.97
Place of originRural10716.82
Small town (population under 30,000)558.65
Medium town (population between 30,001 and 100,000)8413.21
Large town (population between 100,000 and 200,000)6810.85
Very large town (population over 200,001) 32150.47
Table 3. Factor loadings.
Table 3. Factor loadings.
FactorItemsFactor Loadings
Perceived usefulness (PUOM)I believe online marketplaces offer unique advantages for cost-conscious shoppers.0.874
I expect online marketplace shopping to have positive impact on my budget.0.842
Online marketplaces provide good opportunities for finding deals.0.904
I find online marketplaces practical for meeting my purchasing needs.0.893
I believe online marketplaces can help uncover unexpected cost-saving opportunities.0.831
Perceived ease of use (PEUOM)Navigating online shopping marketplaces is straightforward and intuitive0.876
I feel confident navigating and using online shopping marketplaces on my mobile device.0.922
I am comfortable with the payment options provided by online shopping marketplaces.0.887
I trust that the checkout process on online marketplaces is simple and user-friendly.0.899
Attitude Toward Using (ATUOM)I view online marketplaces as a beneficial option for my shopping needs.0.917
I have a positive attitude toward using online shopping marketplaces 0.945
I am to use online marketplaces to discover unique deals and offers.0.910
Behavioural Intention to Use
(BIUOM)		I intend to regularly use online shopping marketplaces in the future.0.886
I am likely to recommend online marketplaces to others based on my experiences.0.925
I am curious about the benefits and conveniences that online shopping marketplaces can offer.0.915
I see myself actively using online marketplaces to explore new products and deals.0.900
Environmental awareness (EA)I am willing to change my habits to help protect the environment.0.803
I consider environmental impact when making purchasing decisions.0.876
I separate waste for recycling.0.796
I try to stay informed about environmental issues through news, articles, or documentaries.0.844
I feel personally concerned about the environmental impact of human activities.0.880
Interest in sustainability (S)I prefer to buy products from companies that prioritize sustainability.0.902
I actively seek products from companies with sustainable practices.0.928
I am motivated to support businesses that show a genuine commitment to sustainability.0.913
I am committed to allocating part of my budget to sustainable products.0.891
Table 4. Assessment of the measurement model.
Table 4. Assessment of the measurement model.
VariableCR (>0.7)Cronbach Alpha (>0.7)AVE (>0.5)
Perceived usefulness (PUOM)0.9390.9190.755
Perceived ease of use (PEUOM)0.9420.9180.803
Attitude towards using (ATUOM)0.9460.9140.854
Interest in sustainability (S)0.9500.9300.826
Environmental awareness (EA)0.9230.8960.707
Behavioural intention to use (BIUOM)0.9490.9280.822
Table 5. HTMT ratios.
Table 5. HTMT ratios.
PUOMPEUOMATUOMSEA
PEUOM0.816
ATUOM0.8690.872
S0.4660.5140.514
EA0.5210.5370.5620.820
BIUOM0.8490.8000.8850.5150.557
Table 6. Evaluation of the inner model.
Table 6. Evaluation of the inner model.
StatisticModel Fit *
Average path coefficient (APC)APC = 0.503, p-value < 0.001
Average R2ARS = 0.652, p-value < 0.001
Average adjusted R2AARS = 0.652, p-value < 0.001
Average block VIF (AVIF)2.119 (≤3.3)
Average full collinearity VIF (AFVIF)3.249 (≤3.3)
Tenenhaus GoF0.720 (≥0.36)
Simpson’s paradox ratio1 (≥0.7, ideally 1)
R-squared contribution ratio (RSCR)1 (≥0.9, ideally 1)
Statistical suppression ratio (SSR)1 (≥0.7)
Nonlinear bivariate causality direction ratio (NLBCDR)1 (≥0.7)
* Recommended values are available in parentheses.
Table 7. Path coefficients, p-values and effect sizes.
Table 7. Path coefficients, p-values and effect sizes.
Effect TypePathCoefficientp-ValueEffect Size
Direct effectPUOM → ATUOM0.422<0.0010.337
PEUOM → ATUOM0.433<0.0010.347
S → EA0.750<0.0010.562
EA → ATUOM0.0940.0080.048
ATUOM → BIUOM0.815<0.0010.665
Indirect effect
(2 segments)		PUOM → BIUOM0.344<0.0010.270
PEUOM → BIUOM0.353<0.0010.261
S → ATUOM0.0700.0060.033
EA → BIUOM0.0770.0030.039
Indirect effect
(3 segments)		S → BIUOM0.0570.060.028
Total effectsPUOM → ATUOM 0.422<0.0010.337
PUOM → BIUOM0.344<0.0010.270
PEUOM → ATUOM0.433<0.0010.347
PEUOM → BIUOM0.353<0.0010.261
ATUOM → BIUOM0.815<0.0010.665
EA → ATUOM0.0940.0080.048
EA → BIUOM0.0770.0030.039
S → EA0.750<0.0010.562
S → ATUOM0.0700.060.033
S → BIUOM0.0570.060.028
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Catană, Ș.-A.; Imbrișcă, C.-I.; Veith, C. Understanding Generation Z′s Purchasing Behaviour on Online Marketplaces: A TAM-Based Approach. J. Theor. Appl. Electron. Commer. Res. 2025, 20, 260. https://doi.org/10.3390/jtaer20040260

AMA Style

Catană Ș-A, Imbrișcă C-I, Veith C. Understanding Generation Z′s Purchasing Behaviour on Online Marketplaces: A TAM-Based Approach. Journal of Theoretical and Applied Electronic Commerce Research. 2025; 20(4):260. https://doi.org/10.3390/jtaer20040260

Chicago/Turabian Style

Catană, Ștefan-Alexandru, Cosmin-Ionuț Imbrișcă, and Cristina Veith. 2025. "Understanding Generation Z′s Purchasing Behaviour on Online Marketplaces: A TAM-Based Approach" Journal of Theoretical and Applied Electronic Commerce Research 20, no. 4: 260. https://doi.org/10.3390/jtaer20040260

APA Style

Catană, Ș.-A., Imbrișcă, C.-I., & Veith, C. (2025). Understanding Generation Z′s Purchasing Behaviour on Online Marketplaces: A TAM-Based Approach. Journal of Theoretical and Applied Electronic Commerce Research, 20(4), 260. https://doi.org/10.3390/jtaer20040260

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