A Qualitative Approach to the Sustainable Orientation of Generation Z in Retail: The Case of Romania

Dan Cristian Dabija, Brândușa Mariana Bejan and Claudiu Pușcaș
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Brândușa Mariana Bejan: Department of Marketing, Faculty of Economics and Business Administration, Babeș-Bolyai University, RO-400591 Cluj-Napoca, Romania
Claudiu Pușcaș: Department of Marketing, Faculty of Economics and Business Administration, Babeș-Bolyai University, RO-400591 Cluj-Napoca, Romania

JRFM, 2020, vol. 13, issue 7, 1-20

Abstract: In order to highlight the extent to which young consumers, or members of Generation Z, are familiar with the sustainability principles implemented by retailers operating in emerging markets, the authors conducted a qualitative empirical research study with the help of a semi-structured in-depth interview guide. Respondents were asked to express their perception of the extent to which their favorite retailers adopted and implemented the social, economic, and environmental dimensions of sustainability. The results show that respondents viewed retailers’ sustainability orientation favorably, specifying concrete measures implemented by their preferred retailers. They seemed to favor those retail networks making a useful and proactive contribution to resource preservation and environmental protection, whilst taking care of employees’ welfare and being involved in their local communities. From a theoretical perspective, the paper makes a clear contribution to enhancing the generational theory-based studies on emerging markets, where market conditions and polyvalent consumer behavior are highly dynamic, and where sustainability principles play a major role in drawing and maintaining their customers. From a management perspective, the paper provides retailers with an overview on the measures, tactics, and actions that allow them to properly target consumers and develop a proper customer approach strategy.

Keywords: sustainable development; retail; consumer perception; generational theory; Generation Z/Zers; iGeneration; Baby Bloomers; emerging market (search for similar items in EconPapers)
JEL-codes: C E F2 F3 G (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

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