Does Environmental Labelling Still Matter? Generation Z’s Purchasing Decisions

Bartłomiej Kabaja, Magdalena Wojnarowska, Marek Ćwiklicki, Stefania Claudia Buffagni and Erica Varese ()
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Bartłomiej Kabaja: Department of Packaging Science, Cracow University of Economics, 31-510 Krakow, Poland
Magdalena Wojnarowska: Department of Technology and Ecology of Products, Cracow University of Economics, 31-510 Krakow, Poland
Marek Ćwiklicki: Department of Public Management, Cracow University of Economics, 31-510 Krakow, Poland
Stefania Claudia Buffagni: Department of Management “Valter Cantino”, University of Torino, 10134 Torino, Italy
Erica Varese: Department of Management “Valter Cantino”, University of Torino, 10134 Torino, Italy

Sustainability, 2023, vol. 15, issue 18, 1-19

Abstract: This research paper explores the role of environmental labelling in shaping the purchasing and consumption behaviours of Generation Z. The study aims to provide insights into the comprehension, perception, and attitude of this generation towards environmental labelling and to investigate how these factors impact their purchasing decisions. The results of this study provide valuable insights into the role of environmental labelling in shaping the behaviours of young consumers and suggest that it still matters to this generation. The study also highlights the importance of trust in environmental labelling for influencing purchasing decisions. Our research paper provides new insights into the role of environmental labelling in shaping the behaviours of Generation Z, which is a critical demographic group for sustainable consumption. We found that this generation is highly aware of environmental issues and is motivated to make eco-friendly purchasing decisions. However, our study also highlights that the lack of trust in environmental labelling can be a significant barrier to sustainable consumption. This study contributes to the literature on environmental labelling and consumer behaviour among Generation Z.

Keywords: environmental labelling; environmental products; Generation Z; environmental management; green marketing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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