Randomized trial examines differences in sustainable consumption between generations MZ and X, suggesting tailored marketing strategies are needed.
Key Points
This study aims to compare the sustainable consumption behaviors between generations MZ and X, focusing on psychological factors influencing these behaviors.
Data was gathered through an online survey with a sample of 359 adult consumers.
Multiple regression analysis and two-way ANOVA were used to analyze buying behaviors and predictor variables between the two generations.
Confirmatory factor analysis ensured measurement validity and reliability of the data.
Altruism, time perspective, and social norms significantly impacted buying intention differently for the two generations.
Environmental engagement emerged as the strongest predictor for both MZ and X generations.
Price sensitivity and self-efficacy moderated the relationship between consumption intention and actual behavior, confirming group differences.