The Importance of Sustainability Aspects When Purchasing Online: Comparing Generation X and Generation Z
Sustainability
; 14(9):5689, 2022.
Article
in English
| ProQuest Central | ID: covidwho-1842674
ABSTRACT
As research on sustainability orientation across generations is still sparse, we contribute to literature by enriching this research field, focusing on Generation Z (‘Zers’) and X (‘Xers’). Moreover, no other study has analyzed cross-generational differences in the sustainability context by making use of choice experiments, which overcome issues related to (Likert) scale item investigations, and allow respondents to evaluate the trade-off between different purchase factors simultaneously. We thus applied one of the most recent advancements in choice experiments, named Adaptive Choice-Based Conjoint analysis, which appears to be more realistic than previous alternatives. The results indicate Zers consume more sustainably (inter alia higher importance of social labels;higher purchase likelihood) when shopping online;however, differences within each generation were uncovered, especially among Xers (e.g., gender differences regarding importance of price).
Environmental Studies; sustainability; generation Z; online shopping; generational comparison; Adaptive Choice-Based Conjoint analysis; segmentation; labels; Gender aspects; Disposable income; Sex differences; Marketing; Consumers; Food; Purchasing; Generational differences; Power; Values; Pandemics; Generation X; Millennials; Willingness to pay; Electronic commerce; Literature reviews; Consciousness; Baby boomers; Attitudes; Climate change; COVID-19
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Collection:
Databases of international organizations
Database:
ProQuest Central
Language:
English
Journal:
Sustainability
Year:
2022
Document Type:
Article
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