Purpose: Drawing upon the recent theories and findings in sustainable consumption, this study intends to examine possible differences in sustainable consumption behavior between generations MZ and X. Specifically, the effects of consumers’ environmental involvement, altruism, time perspective, climate change awareness, and social norms on sustainable consumption intention and actual buying behavior are compared between the two groups. The moderating effects of self-efficacy, self-control, and price sensitivity in the relationship between buying intention and actual behavior are examined between the two groups, too. Research design, data, and methodology: In order to answer the proposed research questions, data was gathered through an online survey with a sample of 359 adult consumers. Reliability test and confirmatory factor analysis were performed to check for measurement validity and reliability. Multiple regression analysis and two-way ANOVA were used to examine the differences in the effects of predictor variables on buying behavior between the two generations. Results: It was found that the effects of time perspective, altruism, and social norms on buying intention differ between the two generations while environmental engagement was the most significant predictor for both groups. It was also found that price sensitivity and self-efficacy had a moderating effect on the causal relationship between sustainable consumption intention and actual consumption behavior and the groups ‘differences were confirmed. Implications: Findings suggest that sustainable consumption behavior depends on consumers’ psychological orientation and environmental concerns and, thus, visible differences between MZ and X generations should be carefully considered when promoting sustainable consumption and developing marketing strategies for green products. Additionally, the reasons for the gap between buying intention and actual purchase behavior should be noted when trying to understand the complex nature of sustainable consumption behavior, especially between MZ and X generations.
An et al. (Thu,) studied this question.