The Importance of Sustainability Aspects When Purchasing Online: Comparing Generation X and Generation Z

Benedikt M. Brand, Theresa Maria Rausch and Jannika Brandel
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Benedikt M. Brand: Chair of Marketing and Innovation, University of Bayreuth, Universitaetsstrasse 30, 95447 Bayreuth, Germany
Theresa Maria Rausch: Chair of Marketing and Innovation, University of Bayreuth, Universitaetsstrasse 30, 95447 Bayreuth, Germany
Jannika Brandel: Chair of Marketing and Innovation, University of Bayreuth, Universitaetsstrasse 30, 95447 Bayreuth, Germany

Sustainability, 2022, vol. 14, issue 9, 1-28

Abstract: As research on sustainability orientation across generations is still sparse, we contribute to literature by enriching this research field, focusing on Generation Z (‘Zers’) and X (‘Xers’). Moreover, no other study has analyzed cross-generational differences in the sustainability context by making use of choice experiments, which overcome issues related to (Likert) scale item investigations, and allow respondents to evaluate the trade-off between different purchase factors simultaneously. We thus applied one of the most recent advancements in choice experiments, named Adaptive Choice-Based Conjoint analysis, which appears to be more realistic than previous alternatives. The results indicate Zers consume more sustainably (inter alia higher importance of social labels; higher purchase likelihood) when shopping online; however, differences within each generation were uncovered, especially among Xers (e.g., gender differences regarding importance of price).

Keywords: sustainability; generation Z; online shopping; generational comparison; Adaptive Choice-Based Conjoint analysis; segmentation; labels (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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