Green DIY store choice among socially responsible consumer generations

Abstract

The purpose of our empirical investigation, based on the theory of reasoned action and generational theory, is to study the green DIY retail store choice of socially responsible consumer generations (Baby Boomers, Millennials, Gen X-ers and Gen Zs). The authors base their quantitative research on structural equation modelling in an emerging market (Romania) to highlight the socially responsible consumption behavioural factors (education on environmental protection and social responsibility, rational use of resources and financial sacrifice necessary to protect the environment) which drive the customers of international DIY store chains operating in Europe in their choice of retail formats. The results reveal that there is a difference between Romanian and European-based retail chains with respect to the impact of socially responsible consumption behavioural dimensions on the choice of retail format, due to their respective communication of environmental governance strategies and different actions implemented. The research contributes to the development of the literature by establishing a connection between socially responsible consumption behaviour and retail format choice in green DIY retailing. From the management perspective, the paper provides retailers operating in emerging markets with possible directions to adapt their strategies when approaching these markets. The value of the paper lies in the application of socially responsible consumption behaviour scale and generational theory in green DIY retailing to a fast-growing emerging market, with a view to enhancing consumer retail format choice, depending on their attitudes towards social responsibility and propensity towards environmental protection.

The Importance of Sustainability Aspects When Purchasing Online: Comparing Generation X and Generation Z

“…Currently, the six contemporary generations are the Silent Generation (born before 1945, [17]), Baby Boomers (1946)(1947)(1948)(1949)(1950)(1951)(1952)(1953)(1954)(1955)(1956)(1957)(1958)(1959)(1960)(1961)(1962)(1963)(1964); [18]), members of Generation X (Xers; from approximately 1961-1976; [3,19]), Millennials-often synonymously referred to as 'Generation Y' [20] (born 1980-2000; [21]), Generation Z members (Zers; born 1994/1995-2010; [22]) and those from Generation alpha (or 'α'; born after 2010; [19]).…”

The position of financial prudence, social influence, and environmental satisfaction in the sustainable consumption behavioural model: Cross‐market intergenerational investigation during the Covid‐19 pandemic

“…This research has several limitations that could be addressed in future studies. First, other methods of distinguishing generational divides might be more accurate for studying the behaviour of Chinese consumers than those used in this study (Chen & Cui, 2014; Dabija & Bejan, 2018; Zhang, 2019) and could provide additional insights on SC in China. Second, our findings are based on a quantitative study and therefore have methodological limitations.…”

“…Therefore, when consumption behaviour is studied, it is necessary to analyse the distinct patterns that characterise generational groups. Based on the standards for the classification of intergenerational differences in SC in previous studies (Chaney et al, 2017 ; Dabija & Bejan, 2018 ), we use the following classification: the world crisis generation (born before 1946), baby boomers (1946–1964), Generation X (1965–1980), Generation Y (1981–1996), and Generation Z (1997–2012). Are there any intergenerational differences in SC behaviour between China and Europe?…”

Developing the Romanian Organic Market: A Producer’s Perspective

“…The concern for ensuring a clean environment has gained ground among more and more people, willing to pay a premium price for products and/or food obtained in accordance with the principles of sustainability and according to strict norms that protect the environment and support the preservation of nature [3,42]. Organic food fully meets these conditions insofar as the foodstuff is labelled with an organic seal by a specialized accreditation body [14,40].…”

“…The desire to protect the environment is among the factors having a major impact on organic consumers' behaviour [11], an aspect dealt with at length in the literature [3,42,53]. However, respondents said that some of their customers were not aware of the contribution of organic products to the protection of the environment and were not always sufficiently informed about it.…”