Abstract: Worldwide, companies are implementing green marketing strategies to appeal to the growing segment of green consumers. In spite of the exponential growth in popularity of green products in contemporary markets, research on green purchase behaviour has been scarce in South Africa. Given this background, the purpose of the present study was to examine the antecedents of green purchase and the relationship with green purchase intention and green purchase behaviour. A structured self-administered questionnaire was used to collect data from a random sample of 386 Generation Y students. The collected data were analysed using the Statistical Package for the Social Sciences (SPSS) 22.0 and Analysis of Moment Structures (AMOS) 22.0. Exploratory Factor Analysis (EFA) was employed to identify the antecedents of green purchase intention. The fitness of the measurement model was assessed using Confirmatory Factor Analysis (CFA). The posited hypotheses were tested using regression analysis. The findings of the study revealed that environmental attitude, environmental concern, social influence and environmental responsibility have significant positive relationships with green purchase intention. However, government influence showed no significant relationship with green purchase intention of Generation Y consumers. The study also revealed a positive significant relationship between green purchase intention and green purchase behaviour. The findings suggest that in South Africa, strategies to enhance green purchase behaviour should focus on stimulating green purchase intention by appealing to consumers’ environment attitude, concern and responsibility.