Gen Z Consumption: Who Chooses Green?

Erica Varese, Magdalena Wojnarowska, Paweł Dziekański, Łukasz Popławski and Maria Chiara Cesarani

Business Strategy and the Environment, 2025, vol. 34, issue 7, 8034-8051

Abstract: This study examines how demographic factors influence the purchasing behaviour and preferences of Gen Z consumers, with a focus on sustainable consumption. The research aims to determine whether these factors can inform more effective marketing strategies and personalized consumer profiles to promote environmentally responsible purchasing decisions. A quantitative research approach was employed through an online survey using computer‐assisted web interviewing (CAWI). Data were collected from university students across Italy to assess the impact of gender, age and education on sustainable shopping behaviors. The results reveal a significant relationship between shopping frequency, environmental awareness and gender, as well as between education level, shopping frequency and personal commitment to environmental care. The findings suggest that tailored educational strategies targeting different demographic groups may enhance sustainable consumption practices and contribute to broader sustainability goals. This study contributes to the discourse on sustainable consumption by integrating demographic segmentation into marketing and policy strategies. Given the socio‐economic and environmental crises shaping consumer behaviours, understanding the role of gender, age and education in sustainability‐oriented decision‐making can inform targeted interventions and promote responsible consumption patterns among Gen Z.

Date: 2025
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