PurposeA global shift in ethical/sustainable purchase drivers highlights Generation Z (persons aged 15–24) as an important market for producers and marketers. Although much research has touched on fair trade consumption, very little has focused on Gen Z's consumption patterns. This study provides insights into and implications of younger consumers' motivations in ethical/sustainable consumption.Design/methodology/approachThis research examines Gen Z's purchase intention towards fair trade coffee with the theory of reasoned action framework. Data were collected with a convenience sample, and analyses were conducted using structural equation modelling.FindingsThe research found a significant influence of knowledge of fair trade towards product interest. Furthermore, general attitudes towards fair trade had a significant influence on product interest, product likeability and convenience. Lastly, product interest and subjective norms significantly influenced Gen Z's purchase intentions towards fair trade coffee.Originality/valueFindings suggest that Gen Z's shift in ethical/sustainable consumption revolves around their subjective norms or peer influence circles and contributes to the notions of self-branding, identify claims and social currency. Younger generations are digital natives, and social media has created a looking glass into their actions. This digital expansion has created more opportunities for individuals to monitor the actions of others and release information in real-time. Therefore, ethical/sustainable consumption by Gen Z can be used as a communication tool among their peers to project personal values and ideological shifts and to influence others close to them.

This study explored aging consumers' multichannel shopping experiences and identified factors that contribute to their satisfaction and shopping well‐being. We conducted 13 one‐on‐one semi‐structured interviews with informants 50 years or older in a metropolitan area in Canada and used a deductive approach to analyze the qualitative data. Aging consumers in this study focused on two‐channel shopping: brick‐and‐mortar and online stores. Participants emphasized the interactive engagement with sales associates, window shopping, and people‐watching as benefits of the brick‐and‐mortar experience, in addition to shopping as a tool for socialization and risk‐avoidance. For online shopping, participants underscored convenience and also concerns about privacy, security, financial risk, and product quality. Results indicate retailers' transparent practices will contribute to older adults' shopping well‐being.

Fair-trade is an alternative approach to trading that has a goal of sustainable development and creating a better opportunity for producers in third world countries. Fair-trade coffee represents the largest category under this umbrella. Globally, Generation Z’s consumption and adoption of ethical/sustainable products creates new challenges and opportunities for producers and marketers. Virtual reality has seen to educate, market, and create value with its media richness, presence, interactive, and immersive qualities. As a result, VR has positioned itself to be a very strong communication tool for social scientists and marketers to add value, communicate effective messages, and impact consumer behaviour. This research examines consumer purchase intentions regarding Fair-trade coffee through the lenses of the Theory of Reasoned Action and the exploratory effect of virtual reality in the context of Generation Z. A first analysis will allow me to outline, present, and test a model regarding Fair-trade coffee consumption in the scope of the Theory of Reasoned Action. Additionally, a second analysis will leverage VR in an exploratory manner to see if this has an effect on the dimensions outlined in the model. The dimensions presented to impact Fair-trade coffee purchase intentions are personal values, knowledge of Fair-trade, general attitudes towards purchasing Fair-trade coffee, and subjective norms. By analyzing data from 314 respondents, this study found that competence, knowledge of Fair-trade, skepticism, and concern are significant predictors of product interest and likeability. Knowledge of Fair-trade and Skepticism are significant predictors of price acceptability. Furthermore, subjective norms are a significant predictor of purchase intentions. Lastly, virtual reality was found to have an inconclusive effect on the dimensions outlined in the conceptual model.

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Fair-trade is an alternative approach to trading that has a goal of sustainable development and creating a better opportunity for producers in third world countries. Fair-trade coffee represents the largest category under this umbrella. Globally, Generation Z’s consumption and adoption of ethical/sustainable products creates new challenges and opportunities for producers and marketers. Virtual reality has seen to educate, market, and create value with its media richness, presence, interactive, and immersive qualities. As a result, VR has positioned itself to be a very strong communication tool for social scientists and marketers to add value, communicate effective messages, and impact consumer behaviour. This research examines consumer purchase intentions regarding Fair-trade coffee through the lenses of the Theory of Reasoned Action and the exploratory effect of virtual reality in the context of Generation Z. A first analysis will allow me to outline, present, and test a model regarding Fair-trade coffee consumption in the scope of the Theory of Reasoned Action. Additionally, a second analysis will leverage VR in an exploratory manner to see if this has an effect on the dimensions outlined in the model. The dimensions presented to impact Fair-trade coffee purchase intentions are personal values, knowledge of Fair-trade, general attitudes towards purchasing Fair-trade coffee, and subjective norms. By analyzing data from 314 respondents, this study found that competence, knowledge of Fair-trade, skepticism, and concern are significant predictors of product interest and likeability. Knowledge of Fair-trade and Skepticism are significant predictors of price acceptability. Furthermore, subjective norms are a significant predictor of purchase intentions. Lastly, virtual reality was found to have an inconclusive effect on the dimensions outlined in the conceptual model.