Gen Z consumers’ sustainable consumption behaviors

Influencers and moderators

Bibliographic Data

ID21720832
AuthorsAli Kara (0000-0003-4050-4222, Pennsylvania State University), Maung K Min (0000-0002-3643-2601, Pennsylvania State University)
Year2024
Volume25
Issue1
Pages124-142
Publication date2024-01-02
Open AccessYes
TypeARTICLE
VenueInternational Journal of Sustainability in Higher Education (JOURNAL)
Journal identifiersISSN: 1467-6370 • E-ISSN: 1758-6739
PublisherEmerald (PUBLISHER)
DOI10.1108/ijshe-08-2022-0263
OpenAlexW4385369422
LanguageEN
Citations received13
References cited39

Purpose The purpose of this study is to explore Generation Z (Gen Z) consumers’ sustainable consumption behaviors at a university campus by examining various antecedent and moderating influencers of their sustainable consumption behaviors. Design/methodology/approach A quantitative research methodology is used in this study. A structured questionnaire was administered ( n = 279) to young college students (Gen Z consumers in the context of this study) enrolled at a large state university in the USA. The structural equation model was used to test the hypothesized relationships in the conceptualized model. Findings Study findings show that social responsibility (feelings, engagement and expectations) and external incentives (material and social) positively influence Gen Z consumers’ sustainability interests, which in turn influences their sustainable consumption behaviors (actions). Collectivist cultural values did not appear to have any statistically significant effect on Gen Z consumers’ sustainable consumption interests. Moreover, learned helplessness, perceived barriers and the awareness of the consequences of sustainability consumption actions did not have any significant moderating effect on Gen Z consumers’ sustainable consumption behavior. Research limitations/implications The questionnaire was only sent to students majoring in business degrees, which may limit the generalizability of this study to broader Gen Z consumer populations. Expanding this study to include non-business students may be valuable as a next step. Replicating this study in different cultural environments of international countries could enhance the relationships identified in this study. Practical implications Consumer social responsibility education along with material and social incentives will encourage Gen Z consumers’ participation in sustainable behaviors at college campuses. Originality/value This research provides valuable insights into understanding the importance of consumer social responsibility and external incentives in influencing Gen Z consumers’ sustainable consumption intentions and behaviors. Accordingly, consumer social responsibility education and incentive programs need to be developed to encourage the participation of Gen Z consumers in sustainable consumption

Business · Consumer behaviour · Corporate social responsibility · Economics · Incentive · Influencer marketing · Management · Marketing management · Political science · Public relations · Relationship marketing · Social responsibility · Social science · Sociology · Sustainability · Sustainable consumption · Theory of planned behavior · Corporate Social Responsibility Reporting · Environmental Education and Sustainability · Environmental Sustainability in Business · Psychology · Social Psychology · Marketing

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Open DOIOpen Access