ERIC Number: EJ1405528
Record Type: Journal
Publication Date: 2024
Pages: 19
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1467-6370
EISSN: EISSN-1758-6739
Gen Z Consumers' Sustainable Consumption Behaviors: Influencers and Moderators
Ali Kara; Maung K. Min
International Journal of Sustainability in Higher Education, v25 n1 p124-142 2024
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.
Descriptors: Generational Differences, Consumer Economics, Age Groups, College Students, Social Responsibility, Incentives, Business Education, Majors (Students), Sustainability, Conservation (Environment), Influences, Collectivism
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A