Appealing to Gen Z with Mother Nature for sustainable consumption: With mediation of psychological closeness to nature and consequence of psychological well‐being

Abstract

Although Gen Z consumers show greater concern about sustainability than other generational cohorts, specific investigations into their sustainable consumption regarding their perceptions towards nature are relatively understudied. To address this gap, this research examines the way Gen Z consumers view nature and engage in sustainable consumption. Through a cross‐sectional survey in the U.S., the study finds that the individual tendency to anthropomorphize nature contributes to shaping psychological closeness to nature. Furthermore, nature anthropomorphism enhances sustainable consumption, and this is mediated by consumer perception of psychological closeness to nature. Additionally, sustainable consumption leads to psychological well‐being. These findings highlight that the extent to which Gen Z consumers find humanness in nature contributes to sustainable consumption by enhancing a feeling of being close to nature and this process results in the enhancement of psychological well‐being. Theoretical and practical implications are discussed.

Environmental values and sustainable consumption

“…On a similar line of psychological perspectives, Kang et al (2024) investigate the persuasive impact of flattery on hotel guests' green behaviour. Jeong and Kim (2024) also explore how Generation Z consumers' anthropomorphising nature shapes psychological closeness, fostering SC and ultimately enhancing psychological well-being among them. These studies demonstrate that a flattery message significantly increases towel reuse intentions, mediated by perceptions of the hotel's CSR motives and moderated by the hotel segment.…”

“…More studies are needed on the association between ecological awareness and SC practices. Furthermore, they should examine the psychological, emotional and cognitive factors, social drivers and norms of SC (Hueppe & Zander, 2024;Jeong & Kim, 2024;Kaplan et al, 2024;Lim, 2024;Onel, 2024;Kang et al, 2024;Zhao et al, 2024).…”

“…The special issue also calls for future researchers to utilise diverse methodologies, including longitudinal studies and advanced analytical techniques in the field of study, to collect more robust findings (Jeong & Kim, 2024;Shukla et al, 2024;Zhao et al, 2024) that could suggest direct implications for policymaking and industry practices (Hueppe & Zander, 2024;Lim, 2024;Shukla et al, 2024;Kang et al, 2024;Thaichon et al, 2024). 3) diverse psychological perspectives on SC, especially those from diverse consumers (Indian, Turkish, Americans, Taiwanese, Chinese, German).…”