Determining factors in shaping the sustainable behavior of the generation Z consumer

Abstract

Introduction: Organizations currently emphasize green marketing strategies by implementing marketing practices, aiming to design, produce, promote and sell green products. Thus, both consumers and producers have turned their attention to the category of environmental friendly products, taking into account that the concept of green marketing is now being given greater importance. Responsible organizations have begun to adapt their strategies in production, promotion and interaction activities with consumers or potential consumers of organic products in the context we are going through, when environmental protection becomes an imperative. Analysis of the sustainable behavior of Generation Z is a determining factor from the perspective of the task that this generation will naturally take on, in terms of environmental responsibility.Methods: The research aims to determine the profile of the Generation Z consumer, in order to adapt the strategic actions of the government or organizations to direct and educate as objectively and efficiently as possible towards adopting the principles of ecological, sustainable and responsible consumption. Based on the data collected through a survey, we analyzed the sustainable behavior of Generation Z consumers studying at Romanian universities where there are specializations in this field. The research is quantitative, using structural equation modelling with partial least squares (PLSSEM) to test the hypotheses regarding the relationship between the determining factors and the sustainable behavior of Generation Z consumers.Results and Discussion: The results show that there is a positive relationship between both the sustainable behavior of Generation Z consumers and the satisfaction it conveys to them, as well as their environmental protection activities. However, there is no relationship between the sustainable behavior of Generation Z consumers and the green marketing practices of the organizations, environmental issues and their identification with the environmentally responsible consumer.

Habits, Health and Environment in the Purchase of Bakery Products: Consumption Preferences and Sustainable Inclinations before and during COVID-19

“…The reliability of the model was evaluated using two different tests: Kaiser–Meyer–Olkin (KMO) and Bartlett’s spherical test [ 53 , 54 ]. Subsequently, the analysis of the models of structural equations was carried out (PLS-SEM) to test the hypotheses concerning the relationship between the determining factors and the sustainable behavior of consumers [ 32 , 33 , 55 , 56 , 57 ].…”

“…Many researchers have explored a number of factors that influence people’s perception of their inclination toward sustainable food and environmental and social sustainability [ 20 , 27 , 28 , 29 , 30 ]. Some studies have attempted to combine various psychological determinants into a predictive model of behavioral intentions [ 31 , 32 , 33 , 34 ].…”

The Impact of Extraversion and Introversion on Millennials Propensity to Recommend Their Preferred Fitness Center

“…Millennials are considered a postmodern generation, known as "heroes" because they were born after an awakening period with weak social institutions, are more protective and optimistic compared to "Xers", and also tend to be overprotected by their parents [35]. But regardless of which generation a consumer belongs to [36], consumers are differentiated based on their psychological profiles [37], as well as the social and cultural context and situations they are exposed to during their lifetime. The psychological condition of the consumer plays an important role in deciding whether to purchase a product or service.…”

Sustainable and Healthy Eating Behaviors and Environmental Literacy of Generations X, Y and Z with the Same Ancestral Background: A Descriptive Cross-Sectional Study

“…With the rise of fast-food culture, millennials tend to eat faster and more practically, while at the same time being conscious about healthy eating. GenZ, on the other hand, is a generation that is more likely to be more conscious about environmental health [9] and sustainable nutrition in an age where digitalization has reached its peak. Sustainability-oriented trends such as plant-based nutrition, organic product preference and the zero-waste movement, and fast-food nutrition, a product of popular culture, are among the important factors shaping the dietary preferences of GenZ [6].…”