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This study aims to understand how Generation Z characteristics influence sustainable consumption and the intention-behavior gap.

May 24, 2026SustainabilityOpen Access

Gen Z Characteristics and Sustainable Consumption: Bridging the Intention–Behavior Gap

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This study aims to understand how Generation Z characteristics influence sustainable consumption and the intention-behavior gap.
Quantitative design using survey responses from 302 Generation Z consumers.
Analyzed the relationship between Gen Z characteristics and sustainable purchase behavior.
Conducted conditional effects analysis to understand interactions with purchase intention.
Gen Z characteristics significantly predict actual sustainable purchasing behavior.
Purchase intention positively affects purchasing decisions.
The interaction between Gen Z traits and purchase intention negatively impacts sustainable behavior.

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Quantitative study explores how Gen Z traits influence purchasing behavior, suggesting unique pathways for sustainability intent.

Theocharis et al. (2026) studied this question.

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