Exploring ethical consumption of generation Z: theory of planned behaviour

Djafarova, Elmira; Foots, Sophie

doi:10.1108/yc-10-2021-1405

Cited by 95 publications

(88 citation statements)

References 70 publications

(79 reference statements)

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“…Also, Hidayat and Hidayat (2021) showed that the majority of Generation Z youths show deep concern about the negative implications of a development that has consequences for environmental sustainability. However, from a theoretical point of view, the studies initiated still do not directly distinguish a correlation between environmental issues and the sustainable behavior of the analyzed generation (Arora and Manchanda, 2022;Djafarova and Foots, 2022), which determines the identification of some sustainable concerns that Generation Z has, and which can constitute the guarantee that young consumers, through their behavior, will positively influence the quality of the environment. Hypothesis 4 (H4): There is a direct and significant relationship between the degree of identification with the green consumer and the sustainable behavior of Generation Z consumers.…”

Section: Hypothesis 3 (H3)mentioning

confidence: 99%

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

Dragolea

Butnaru²,

Kot³

et al. 2023

Front. Environ. Sci.

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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.

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Section: Hypothesis 3 (H3)mentioning

confidence: 99%

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

Dragolea

Butnaru²,

Kot³

et al. 2023

Front. Environ. Sci.

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“…, 2022). For example, it was used to study consumer environmental behaviour (Djafarova and Foots, 2022) and software piracy (Ahadiat et al. , 2021; Kuo and Hsu, 2001), and ethics in the medical profession (Zhong et al.…”

Section: Literature Reviewmentioning

confidence: 99%

“…The TPB (Ajzen, 1991) can be considered an appropriate initial theoretical framework to guide ethical consumer studies as it has been widely and directly applied to investigate various issues in consumer ethics (Liu et al, 2020;Wang et al, 2022). For example, it was used to study consumer environmental behaviour (Djafarova and Foots, 2022) and software piracy (Ahadiat et al, 2021;Kuo and Hsu, 2001), and ethics in the medical profession (Zhong et al, 2022). Additionally, many studies have adopted TBP as an initial framework to investigate ethical consumer behaviour (Lee et al, 2018;Singh et al, 2021;Sun, 2020).…”

Section: Theory Of Planned Behaviour (Tpb)mentioning

confidence: 99%

“…It can also refer to the level an individual engages in that behaviour (Fukukawa, 2002). The subjective norm concerns the extent to which other people important to a respondent approve or disapprove of the behaviour (Djafarova and Foots, 2022). Perceived behavioural control refers to the behaviours' ease or difficulty (Ajzen, 2020).…”

Section: Theory Of Planned Behaviour (Tpb)mentioning

confidence: 99%

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Developing a framework for unethical consumer behaviour: a qualitative study in two countries

Al‐Msallam

Abdelhadi

2022

JCMARS

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PurposeThis paper examines factors that lead consumers to engage in unethical consumer behaviour (UECB) to develop a framework for understanding this phenomenon.Design/methodology/approachThe study data were collected using the qualitative approach by conducting personal interviews with 27 marketers in two Arab countries, Libya and Syria.FindingsThe findings indicate that previous models of UECB are applicable to Arab consumers. However, the effects of the examined factors on UECB adoption are influenced by the local environment. Also, the paper explored some newly factors that clearly affect UECB.Practical implicationsThis study provides a model of UECB for Arab consumers to help companies to understand Arab consumers’ behaviour. This model determines the influencing factors on this behaviour that companies can use to build their marketing strategies directed at the Libyan and Syrian markets during the reconstruction phase. Moreover, the research results help companies avoid and control UECB.Originality/valueAlmost all studies of UECB have been conducted in Western countries; the present study attempts to address this gap in the ethical decision-making literature, as well as marketing literature, and examine the UECB in Arab countries. Furthermore, previous studies of UECB mostly look at one typical form of UECB; this study provides a broader contribution to the literature on UECB by using a set of scenarios; shoplifting, software piracy and pilfering from hotel rooms.

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“…Consumers under Generation Z are those who were born between 1995 to 2010, and therefore are aged between 12 to 27 years old. When compared with previous generations, Generation Z consumers are more unique as they are involved in ethical consumerism (Djafarova & Foots, 2022). They also have different ecological ideas and are highly self-confident and socially responsible (Kautish & Sharma, 2019).…”

Section: Introductionmentioning

confidence: 99%

Kindly Enhanced my Responsibility and Consciousness before Asking me to Purchase Green Products

Mohmed@Wasli¹,

Ling²,

Kiew³

et al. 2022

IJARBSS

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With the increase in the ecological consequences caused by unsustainable consumption behaviours, this study attempted to explore the factors that significantly influence the green products' purchase intention among Generation Z consumers in Malaysia. By employing the Norm Activation Model (NAM) as a foundation, four factors were proposed in this study, namely attitudes, subjective norms, perceived environmental responsibility and environmental consciousness. The purposive sampling technique has been used to collect the responses from Generation Z consumers in Malaysia and 173 valid responses were collected and further analysed using partial least squares structural equation modelling (PLS-SEM). The results showed that attitudes, perceived environmental responsibility, and environmental consciousness significantly affect purchase intention on green products, while subjective norms played no significant impact on the purchase intention of Generation Z consumers. Stakeholders could utilize the findings of the study in formulating their policy and strategies to encourage Generation Z consumers to move towards sustainable consumption by purchasing green products.

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Exploring ethical consumption of generation Z: theory of planned behaviour

Cited by 95 publications

References 70 publications

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

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

Developing a framework for unethical consumer behaviour: a qualitative study in two countries

Kindly Enhanced my Responsibility and Consciousness before Asking me to Purchase Green Products

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