This study explores ethical consumption differences among Millennial and Gen Z women, focusing on how social influences and political orientation shape their sustainability related attitudes and behaviors. Contrary to the belief that younger generations increasingly prioritize sustainability, the findings reveal a more complex picture. The results indicate that informative susceptibility positively influences social media engagement and pro-environmental attitudes, whereas normative susceptibility negatively impacts pro-environmental attitudes. High social media engagement correlates with positive environmental attitudes, which, in turn, leads to ethically minded consumer behavior (EMCB). Political orientation moderates these relationships. The evolving sustainable attitudes and behaviors of younger generations are influenced by a combination of social pressures, economic conditions, and political views. These insights are crucial for FCS educators and retailers aiming to promote sustainable consumption, particularly through effective communication strategies with these consumers.
Harmon et al. (Mon,) studied this question.