Examining Generation Z’s Attitudes, Behavior and Awareness Regarding Eco-Products: A Bayesian Approach to Confirmatory Factor Analysis

Abstract

The research examines Generation Z’s (Gen Z’s) attitudes, behavior and awareness regarding sustainability-oriented products in two European countries, located in the region of Western Balkans, Bosnia–Herzegovina and Serbia. The research deploys generational cohort theory (GCT) and a quantitative analysis of primary data collected through an online questionnaire among 1338 primary, high school and university students, all belonging to Generation Z. It deploys a Confirmatory Factor Analysis (CFA) by running both Maximum Likelihood (ML) and Markov Chain Monte Carlo (MCMC) procedures, the latter being suitable for binary variables, which have been deployed in the study. The results of MLCFA provide evidence that there is a statistically significant and relatively strong relation between sustainability and circular economy attitudes (SCEA) and sustainability and circular economy behavior (SCEB), while there is a statistically insignificant and relatively weak relation between sustainability and circular economy behavior (SCEB) and circular economy awareness (CEW). The results of the BCFA, which is based on MCMC procedure, are similar to the results based on a rather commonly used MLCFA procedure. The results also confirm that Gen Z knows more about the companies which recycle products than it does about the CE as a concept, while the vast majority is concerned about the future of the planet and is motivated to learn more about the CE through CE and various awareness-raising measures.

Eco-Economy: Utilization of Sapwood Scraps for Sustainable Economic Value in Communities

“…Thus, it can be summarized as factors affecting furniture design from the remaining sapwood that is from 4 main factors, it can be confirmed for the correctness of the structural equation model by proposing the feelings that affect the needs of teak furniture for consumers. Therefore, it appears that the newly developed structural equation model is consistent and can be used in the design of teak furniture (Nikolić et al, 2022;Hair et al, 2006). This case indicates that the factors for consumers' decision-making opportunities to purchase or use the newly developed teak furniture are consistent with all four factors, including the facts about attitudes that exist in abstract forms within the minds of consumers.…”

Exploring the perception, knowledge, and behavioral tendency to use eco-friendly products of Generation Z in Tangerang Selatan

“…For example, variables such as Word-ofmouth and Trust can also be included to enrich the study [31]. It also shows the importance of product familiarity, product quality, and activities in marketing campaigns, as mentioned in previous research [28], [32], [33]. Those strategies must be implemented to influence Generation Z's adoption of ecofriendly products.…”

Interdyscyplinarne Wyzwania Naukowe

“…Przedstawiciele Pokolenia Y są dwa razy bardziej skłonni do pozbywania się grzesznych akcji niż starsi inwestorzy, a 87,00% z nich uważa, że organizacje powinny być oceniane nie tylko na podstawie ich wyników finansowych (The Economist, 2020). Z kolej Pokolenie Z, w porównaniu ze starszymi uczestnikami rynku, ma większą wiedzę na temat kwestii środowiskowych, cechuje się tendencją do większej troski o środowisko i uważa ją za pozytywną, wartościową normę społeczną (Nikolić i in., 2022;Kanchanapibul i in., 2014), posiada większe zaufanie do marek, które deklarują zaangażowanie w CSR (Uche, 2018) i pozytywnie postrzega działania takich firm (Ariker, Toksoy, 2017).…”