From Y to Z: A Cross-Generational Study of Green Purchasing Behaviour

Abstract:

This study presents the results of a work-in-progress analysis and synthesis of the body of knowledge so far produced about green/sustainable consumption among Gen-Y (also known as Millennials) and Gen-Z consumers [1,2]. The main purpose of this paper is to provide a cross-generational, and comparative, quantitative analysis of Gen Y and Gen Z’s green purchasing behaviour, through a questionnaire with a sample of 2.000 respondents (n=1.000 per generation). To safeguard comparison criteria between generations the same survey was employed and the same dimensions will be analysed: Awareness, Financial availability, Personal benefits, Subjective norm and Trust, which may positively or negatively influence ‘green’ purchasing behaviour. Results show that not all dimensions have the same influence on the ‘green’ purchasing behavior for Gen Y and Gen Z. Despite both generations acknowledging the importance of consuming ‘green’, Gen Z presented stronger attitude and belief in being ‘green’, when compared to Gen Y. Hopefully, conclusions from this study can guide the development of marketing strategies to captivate both generations in engaging in a more environmental lifestyle.

• Periodical: Advances in Science and Technology (Volume 113)
• Pages: 175-183
• DOI: https://doi.org/10.4028/p-h577gl
• Online since: July 2022
• Authors: João Bernardes*, Mafalda Nogueira, António Dinis Marques
• Keywords: Generation Z, Green Consumption, Green Purchasing Behaviour, Millennials, Purchasing Behaviour

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