What are Generation Z willing to do to reduce their consumption for environmental reasons?

Purpose This study aims to investigate the types of products and services members of Generation Z are willing to reduce in their consumption, as part of a broader intention to mitigate overall consumption for environmental reasons. Design/methodology/approach The analysis focuses on four categories of goods and services: food, housing, mobility and fashion, identified due to their significant contribution to greenhouse gas emissions during production. The survey was conducted in 2024 using the computer-assisted web interviewing method. The sample comprised 329 Polish and 270 Czech respondents, all representing the Generation Z cohort. Data were analysed using multivariate linear regression techniques. Findings The findings indicate a high degree of similarity between the two national groups in the categories of consumption they are willing to reduce to support environmental objectives. Polish respondents reported a willingness to reduce consumption in three main areas: new clothing, food and food waste and transport modes. Analogously, Czech participants indicated a similar willingness to reduce their consumption of new clothing, food and food waste and travel-related activities. Originality/value The relative strength of different domain-specific reduction intentions in shaping a broader, generalised intention to reduce overall consumption, thereby providing a more integrative understanding of pro-environmental behaviour, was identified. By comparing two national contexts within Central Europe, this study offers empirical insights into the extent to which these patterns are consistent across countries with similar socioeconomic backgrounds. These contributions address a key gap in the literature by demonstrating how distinct consumption domains jointly influence the overarching consumption reduction intentions among Generation Z.