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Gen Z consumers' sustainable consumption behaviors: influencers and moderators.
- Source :
-
International Journal of Sustainability in Higher Education . 2024, Vol. 25 Issue 1, p124-142. 19p. - Publication Year :
- 2024
-
Abstract
- 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. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 14676370
- Volume :
- 25
- Issue :
- 1
- Database :
- Academic Search Index
- Journal :
- International Journal of Sustainability in Higher Education
- Publication Type :
- Academic Journal
- Accession number :
- 174544299
- Full Text :
- https://doi.org/10.1108/IJSHE-08-2022-0263