Gen Z consumers’ sustainable consumption behaviors: influencers and moderators

Abstract

Purpose The purpose of this study is to explore Generation Z (Gen Z) consumers’ sustainable consumption behaviors at a university campus by examining various antecedent and moderating influencers of their sustainable consumption behaviors. Design/methodology/approach A quantitative research methodology is used in this study. A structured questionnaire was administered (n = 279) to young college students (Gen Z consumers in the context of this study) enrolled at a large state university in the USA. The structural equation model was used to test the hypothesized relationships in the conceptualized model. Findings Study findings show that social responsibility (feelings, engagement and expectations) and external incentives (material and social) positively influence Gen Z consumers’ sustainability interests, which in turn influences their sustainable consumption behaviors (actions). Collectivist cultural values did not appear to have any statistically significant effect on Gen Z consumers’ sustainable consumption interests. Moreover, learned helplessness, perceived barriers and the awareness of the consequences of sustainability consumption actions did not have any significant moderating effect on Gen Z consumers’ sustainable consumption behavior. Research limitations/implications The questionnaire was only sent to students majoring in business degrees, which may limit the generalizability of this study to broader Gen Z consumer populations. Expanding this study to include non-business students may be valuable as a next step. Replicating this study in different cultural environments of international countries could enhance the relationships identified in this study. Practical implications Consumer social responsibility education along with material and social incentives will encourage Gen Z consumers’ participation in sustainable behaviors at college campuses. Originality/value This research provides valuable insights into understanding the importance of consumer social responsibility and external incentives in influencing Gen Z consumers’ sustainable consumption intentions and behaviors. Accordingly, consumer social responsibility education and incentive programs need to be developed to encourage the participation of Gen Z consumers in sustainable consumption.

Business Ethics And Freedom of Opinion for Gen-Z: Systematic Literature Review

“…Menurut (Kara and Min 2023) menemukan bahwa tanggung jawab sosial (perasaan, keterlibatan, dan harapan) dan insentif eksternal (materi dan sosial) berdampak positif terhadap kepentingan keberlanjutan konsumen Gen Z, yang pada gilirannya memengaruhi perilaku (tindakan) konsumsi berkelanjutan mereka. Nilai-nilai budaya kolektivis tampaknya tidak mempunyai pengaruh yang signifikan secara statistik terhadap minat konsumsi berkelanjutan konsumen Gen Z. Selain itu, ketidakberdayaan yang dipelajari, hambatan yang dirasakan, dan kesadaran akan konsekuensi dari tindakan konsumsi berkelanjutan tidak mempunyai efek moderat yang signifikan terhadap perilaku konsumsi berkelanjutan konsumen Generasi Z. Pendidikan tanggung jawab sosial konsumen serta insentif materi dan sosial akan mendorong partisipasi konsumen Gen Z dalam perilaku berkelanjutan di kampus.…”