Determining factors in shaping the sustainable behavior of the generation Z consumer
Introduction: Organizations currently emphasize green marketing strategies by implementing marketing practices, aiming to design, produce, promote and sell green products. Thus, both consumers and producers have turned their attention to the category of environmental friendly products, taking into a...
| Main Authors: | , , , , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2023-01-01
|
| Series: | Frontiers in Environmental Science |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fenvs.2023.1096183/full |
| _version_ | 1797946989205258240 |
|---|---|
| author | Larisa-Loredana Dragolea Gina Ionela Butnaru Sebastian Kot Sebastian Kot Cristina Gabriela Zamfir Alina-Cristina Nuţă Florian-Marcel Nuţă Florian-Marcel Nuţă Dragoş Sebastian Cristea Mirela Ştefănică |
| author_facet | Larisa-Loredana Dragolea Gina Ionela Butnaru Sebastian Kot Sebastian Kot Cristina Gabriela Zamfir Alina-Cristina Nuţă Florian-Marcel Nuţă Florian-Marcel Nuţă Dragoş Sebastian Cristea Mirela Ştefănică |
| author_sort | Larisa-Loredana Dragolea |
| collection | DOAJ |
| description | Introduction: Organizations currently emphasize green marketing strategies by implementing marketing practices, aiming to design, produce, promote and sell green products. Thus, both consumers and producers have turned their attention to the category of environmental friendly products, taking into account that the concept of green marketing is now being given greater importance. Responsible organizations have begun to adapt their strategies in production, promotion and interaction activities with consumers or potential consumers of organic products in the context we are going through, when environmental protection becomes an imperative. Analysis of the sustainable behavior of Generation Z is a determining factor from the perspective of the task that this generation will naturally take on, in terms of environmental responsibility.Methods: The research aims to determine the profile of the Generation Z consumer, in order to adapt the strategic actions of the government or organizations to direct and educate as objectively and efficiently as possible towards adopting the principles of ecological, sustainable and responsible consumption. Based on the data collected through a survey, we analyzed the sustainable behavior of Generation Z consumers studying at Romanian universities where there are specializations in this field. The research is quantitative, using structural equation modelling with partial least squares (PLSSEM) to test the hypotheses regarding the relationship between the determining factors and the sustainable behavior of Generation Z consumers.Results and Discussion: The results show that there is a positive relationship between both the sustainable behavior of Generation Z consumers and the satisfaction it conveys to them, as well as their environmental protection activities. However, there is no relationship between the sustainable behavior of Generation Z consumers and the green marketing practices of the organizations, environmental issues and their identification with the environmentally responsible consumer. |
| first_indexed | 2024-04-10T21:19:44Z |
| format | Article |
| id | doaj.art-7b559a1d1dd14b96846a1fe47c23bb47 |
| institution | Directory Open Access Journal |
| issn | 2296-665X |
| language | English |
| last_indexed | 2024-04-10T21:19:44Z |
| publishDate | 2023-01-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Environmental Science |
| spelling | doaj.art-7b559a1d1dd14b96846a1fe47c23bb472023-01-20T07:00:18ZengFrontiers Media S.A.Frontiers in Environmental Science2296-665X2023-01-011110.3389/fenvs.2023.10961831096183Determining factors in shaping the sustainable behavior of the generation Z consumerLarisa-Loredana Dragolea0Gina Ionela Butnaru1Sebastian Kot2Sebastian Kot3Cristina Gabriela Zamfir4Alina-Cristina Nuţă5Florian-Marcel Nuţă6Florian-Marcel Nuţă7Dragoş Sebastian Cristea8Mirela Ştefănică9Department of Business Administration and Marketing, Faculty of Economics, 1 Decembrie 1918 University of Alba Iulia, Alba Iulia, RomaniaDepartment of Management, Marketing and Business Administration, Faculty of Economics and Business Administration, Alexandru Ioan Cuza University of Iași, Iași, RomaniaThe Management Faculty, Czestochowa University of Technology, Częstochowa, PolandFaculty of Economic Sciences and IT, North-West University (NWU), Vanderbijlpark, South AfricaBusiness Administration Department, Faculty of Economics and Business Administration, “Dunarea de Jos” University of Galati, Galați, RomaniaDepartment of Finance and Accounting, Faculty of Economic Sciences and Business Administration, Danubius University of Galati, Galați, RomaniaDepartment of Finance and Accounting, Faculty of Economic Sciences and Business Administration, Danubius University of Galati, Galați, RomaniaUSV Human and Social Sciences Doctoral School, Suceava, RomaniaBusiness Administration Department, Faculty of Economics and Business Administration, “Dunarea de Jos” University of Galati, Galați, RomaniaDepartment of Management, Marketing and Business Administration, Faculty of Economics and Business Administration, Alexandru Ioan Cuza University of Iași, Iași, RomaniaIntroduction: Organizations currently emphasize green marketing strategies by implementing marketing practices, aiming to design, produce, promote and sell green products. Thus, both consumers and producers have turned their attention to the category of environmental friendly products, taking into account that the concept of green marketing is now being given greater importance. Responsible organizations have begun to adapt their strategies in production, promotion and interaction activities with consumers or potential consumers of organic products in the context we are going through, when environmental protection becomes an imperative. Analysis of the sustainable behavior of Generation Z is a determining factor from the perspective of the task that this generation will naturally take on, in terms of environmental responsibility.Methods: The research aims to determine the profile of the Generation Z consumer, in order to adapt the strategic actions of the government or organizations to direct and educate as objectively and efficiently as possible towards adopting the principles of ecological, sustainable and responsible consumption. Based on the data collected through a survey, we analyzed the sustainable behavior of Generation Z consumers studying at Romanian universities where there are specializations in this field. The research is quantitative, using structural equation modelling with partial least squares (PLSSEM) to test the hypotheses regarding the relationship between the determining factors and the sustainable behavior of Generation Z consumers.Results and Discussion: The results show that there is a positive relationship between both the sustainable behavior of Generation Z consumers and the satisfaction it conveys to them, as well as their environmental protection activities. However, there is no relationship between the sustainable behavior of Generation Z consumers and the green marketing practices of the organizations, environmental issues and their identification with the environmentally responsible consumer.https://www.frontiersin.org/articles/10.3389/fenvs.2023.1096183/fullgreen marketing practicesgreen productsgreen behaviourgeneration Zsustainabilityenvironmental protection |
| spellingShingle | Larisa-Loredana Dragolea Gina Ionela Butnaru Sebastian Kot Sebastian Kot Cristina Gabriela Zamfir Alina-Cristina Nuţă Florian-Marcel Nuţă Florian-Marcel Nuţă Dragoş Sebastian Cristea Mirela Ştefănică Determining factors in shaping the sustainable behavior of the generation Z consumer Frontiers in Environmental Science green marketing practices green products green behaviour generation Z sustainability environmental protection |
| title | Determining factors in shaping the sustainable behavior of the generation Z consumer |
| title_full | Determining factors in shaping the sustainable behavior of the generation Z consumer |
| title_fullStr | Determining factors in shaping the sustainable behavior of the generation Z consumer |
| title_full_unstemmed | Determining factors in shaping the sustainable behavior of the generation Z consumer |
| title_short | Determining factors in shaping the sustainable behavior of the generation Z consumer |
| title_sort | determining factors in shaping the sustainable behavior of the generation z consumer |
| topic | green marketing practices green products green behaviour generation Z sustainability environmental protection |
| url | https://www.frontiersin.org/articles/10.3389/fenvs.2023.1096183/full |
| work_keys_str_mv | AT larisaloredanadragolea determiningfactorsinshapingthesustainablebehaviorofthegenerationzconsumer AT ginaionelabutnaru determiningfactorsinshapingthesustainablebehaviorofthegenerationzconsumer AT sebastiankot determiningfactorsinshapingthesustainablebehaviorofthegenerationzconsumer AT sebastiankot determiningfactorsinshapingthesustainablebehaviorofthegenerationzconsumer AT cristinagabrielazamfir determiningfactorsinshapingthesustainablebehaviorofthegenerationzconsumer AT alinacristinanuta determiningfactorsinshapingthesustainablebehaviorofthegenerationzconsumer AT florianmarcelnuta determiningfactorsinshapingthesustainablebehaviorofthegenerationzconsumer AT florianmarcelnuta determiningfactorsinshapingthesustainablebehaviorofthegenerationzconsumer AT dragossebastiancristea determiningfactorsinshapingthesustainablebehaviorofthegenerationzconsumer AT mirelastefanica determiningfactorsinshapingthesustainablebehaviorofthegenerationzconsumer |