Do young consumers care about ethical consumption? Modelling Gen Z's purchase intention towards fair trade coffee

Abstract

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.

The Relationship of Sustainable Buying Behavior Dimensions Among the Gen Z: Modeling the Impact of Psychological Factors

“…1 ( May 2022) with a mean rating of 2.87, which means that some Gen Z are conscious about the price even if the product is sustainable. A study conducted about the ethical consumption of Gen Z revealed that Gen Z's intention to buy was signi�icantly in�luenced by the product interest and subjective norm (Robichaud & Yu, 2021). Another study of sustainable green purchases stated that Gen Z's environmental concern, perceived consumer effectiveness, environmental citizenship, and collectivism are strong antecedents of green and sustainable purchases (Casalegno, Candelo, & Santoro, 2022).…”

Precursors and outcomes of satisfaction of fair trade coffee consumers

“…However, one of the most significant obstacles to achieving these goals is the high price of FT coffee (De Pelsmacker and Janssens, 2007;Lappeman et al, 2019). This barrier can be overcome through the expansion of the range of FT coffee (Cailleba and Casteran, 2010), the utilization of price as an indicator of its quality (Rombach et al, 2021), or the better dissemination of its ethical implications (Robichaud and Yu, 2022). Thus, on the one hand, FT coffee managers should offer higher ranges of products, from premium FT coffee brands to competitively priced FT coffee (Cailleba and Casteran, 2010).…”

Exploring the antecedents of green and sustainable purchase behaviour: A comparison among different generations

“…This generation is aware of climate change, is willing to take action to protect the environment, and is sure to do so (Robichaud & Yu, 2021; Tewari et al, 2022). Web news travel fast, and has become a driving force to raise awareness of problems, including social ones, and to organise protest events (Haynes, 2019).…”

“…An interesting characteristic of Gen Z is its appreciation of being evaluated to improve their skills, capabilities, and knowledge. This seems to be one of the reasons why they are not afraid to "put their name" to what they believe, or to be active and to participate in public and social life (Montana & Pettit, 2008) This generation is aware of climate change, is willing to take action to protect the environment, and is sure to do so (Robichaud & Yu, 2021;Tewari et al, 2022). Web news travel fast, and has become a driving force to raise awareness of problems, including social ones, and to organise protest events (Haynes, 2019).…”