The purchasing behaviour of Generation Z is increasingly discussed in relation to environmental sustainability, social responsibility and ethical consumption. Brands are no longer evaluated only on the basis of product quality, price and convenience; their public positions on environmental protection, social justice and responsible business practices may also influence how younger consumers perceive and evaluate them. Against this background, the present study examines the influence of a brand’s social justice and environmental stance on the purchasing habits of Generation Z consumers. The study is designed as an empirical, quantitative investigation based on primary data collected through a structured questionnaire. The proposed framework examines environmental stance, social justice stance, brand trust, perceived authenticity, social influence and purchase intention/behaviour. The study is theoretically grounded in the Theory of Planned Behavior and Cognitive Dissonance Reduction, while also drawing on research concerning green trust, green brand image, corporate social responsibility and sustainable consumption. Earlier empirical literature indicates that environmental consciousness is associated with environmentally responsible purchasing and that green brand image and green trust can strengthen consumer responses. Recent literature further suggests that sustainability communication, green brand equity and credible environmental commitments can influence consumer attitudes and purchase intentions. The present study extends this body of research by considering environmental and social justice positioning together and focusing specifically on Gen Z consumers. The study is expected to provide insights for marketers, brand managers and researchers concerning the relationship between corporate responsibility and the purchasing behaviour of younger consumers.