The issue of environmental pollution has become the primary coverage of today's newspapers, and it has become increasingly serious lately. There are many causes for this matter, including uncontrolled development and high population growth, especially in big cities, which causes more and more resources to be needed to support the lives and consumption of the population. To overcome the problem, green consumption has become the government's and environmentalists' focus and agenda. This study aims to identify the influence of environmental consciousness, eco-label, attitude, green advertising, and price on Gen Z green consumption. The population in this research is Gen Z in Malaysia, with a total sample of 300 respondents. This research uses non-probability convenience sampling as a sampling method. The research technique used is a quantitative survey study. The results first revealed that Gen Z consumption is at a high level. The results showed significant relationships between independent variables and Gen Z green consumption. Eco-label also acts as the most significant predictor of Gen Z green consumption. Research findings show that Gen Z highly emphasizes global issues such as social justice, inclusivity, and environmental sustainability. In addition, this study also shows how Gen Z can have a lasting impact on global awareness and how leaders and political institutions need to adapt to the latest needs and expectations of society, especially Gen Z. Moreover, by providing information about the product's environmental impact, eco-friendly labels can help Gen Z consumers make the right decisions and encourage them to choose more sustainable options.