Gen Z Consumption: Who Chooses Green?

IF 12.5 1区管理学 Q1 BUSINESS

Business Strategy and The Environment Pub Date : 2025-06-06 DOI:10.1002/bse.70008

Erica Varese, Magdalena Wojnarowska, Paweł Dziekański, Łukasz Popławski, Maria Chiara Cesarani

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引用次数: 0

Abstract

This study examines how demographic factors influence the purchasing behaviour and preferences of Gen Z consumers, with a focus on sustainable consumption. The research aims to determine whether these factors can inform more effective marketing strategies and personalized consumer profiles to promote environmentally responsible purchasing decisions. A quantitative research approach was employed through an online survey using computer‐assisted web interviewing (CAWI). Data were collected from university students across Italy to assess the impact of gender, age and education on sustainable shopping behaviors. The results reveal a significant relationship between shopping frequency, environmental awareness and gender, as well as between education level, shopping frequency and personal commitment to environmental care. The findings suggest that tailored educational strategies targeting different demographic groups may enhance sustainable consumption practices and contribute to broader sustainability goals. This study contributes to the discourse on sustainable consumption by integrating demographic segmentation into marketing and policy strategies. Given the socio‐economic and environmental crises shaping consumer behaviours, understanding the role of gender, age and education in sustainability‐oriented decision‐making can inform targeted interventions and promote responsible consumption patterns among Gen Z.

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Z世代消费：谁选择绿色？

本研究考察了人口因素如何影响Z世代消费者的购买行为和偏好，重点关注可持续消费。该研究旨在确定这些因素是否可以为更有效的营销策略和个性化的消费者档案提供信息，以促进对环境负责的购买决策。定量研究方法采用计算机辅助网络访谈（CAWI）进行在线调查。研究人员从意大利各地的大学生中收集数据，以评估性别、年龄和教育程度对可持续购物行为的影响。结果显示，购物频率、环境意识和性别之间存在显著的关系，教育程度、购物频率和个人环境保护承诺之间存在显著的关系。研究结果表明，针对不同人口群体的量身定制的教育策略可能会增强可持续消费实践，并有助于实现更广泛的可持续发展目标。本研究通过将人口细分整合到营销和政策策略中，为可持续消费的论述做出了贡献。考虑到影响消费者行为的社会经济和环境危机，了解性别、年龄和教育在可持续发展导向决策中的作用，可以为有针对性的干预提供信息，并促进Z世代负责任的消费模式。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Business Strategy and The Environment Multiple-

CiteScore

22.50

自引率

19.40%

发文量

336

期刊介绍： Business Strategy and the Environment (BSE) is a leading academic journal focused on business strategies for improving the natural environment. It publishes peer-reviewed research on various topics such as systems and standards, environmental performance, disclosure, eco-innovation, corporate environmental management tools, organizations and management, supply chains, circular economy, governance, green finance, industry sectors, and responses to climate change and other contemporary environmental issues. The journal aims to provide original contributions that enhance the understanding of sustainability in business. Its target audience includes academics, practitioners, business managers, and consultants. However, BSE does not accept papers on corporate social responsibility (CSR), as this topic is covered by its sibling journal Corporate Social Responsibility and Environmental Management. The journal is indexed in several databases and collections such as ABI/INFORM Collection, Agricultural & Environmental Science Database, BIOBASE, Emerald Management Reviews, GeoArchive, Environment Index, GEOBASE, INSPEC, Technology Collection, and Web of Science.