Attitudes, Emotions, and Socially Responsible Identity Among Generation Z Consumers in Mexico City

To analyze the relationship between attitudes, emotions, and socially responsible identity among Generation Z consumers living in Mexico City, considering the mediating role of emotions in responsible food consumption. The study employed a cross-sectional design with 514 young participants from Generation Z. Data were collected using a structured questionnaire based on previously validated instruments. Partial least squares structural equation modeling (PLS-SEM) was applied to analyze the data. The findings revealed that favorable attitudes toward socially responsible food consumption were significantly associated with emotions and with the development of a socially responsible identity. In addition, emotions statistically mediated the association between attitudes and identity. The results underscore the importance of understanding the role of emotional factors in consumer decision-making within the framework of socially responsible identity among Generation Z consumers. The study presents limitations related to its cross-sectional design and the geographic scope of the sample, which was limited to participants from Mexico City. These findings underscore the importance of furthering the debate on the relationships among the study variables in other Mexican contexts and emerging economies.