Factors Determining the Choice of Pro-Ecological Products among Generation Z

Paulina Bełch (), Marzena Hajduk-Stelmachowicz, Katarzyna Chudy-Laskowska, Iveta Vozňáková and Beáta Gavurová
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Paulina Bełch: Faculty of Management, Rzeszow University of Technology, al. Powstańców Warszawy 12, 35-959 Rzeszów, Poland
Marzena Hajduk-Stelmachowicz: Faculty of Management, Rzeszow University of Technology, al. Powstańców Warszawy 12, 35-959 Rzeszów, Poland
Katarzyna Chudy-Laskowska: Faculty of Management, Rzeszow University of Technology, al. Powstańców Warszawy 12, 35-959 Rzeszów, Poland
Iveta Vozňáková: Faculty of Entrepreneurship and Law, Pan-European University, Michálkovická 1810/181, 710 00 Ostrava, Czech Republic
Beáta Gavurová: Faculty of Mining, Ecology, Process Control and Geotechnologies, Technical University of Kosice, Letná 9, 042 00 Kosice, Slovakia

Sustainability, 2024, vol. 16, issue 4, 1-19

Abstract: (1) Background: This article aims to present the factors influencing purchasing decisions by Generation Z respondents (from Poland, Slovakia, the Czech Republic, and Hungary) relating to pro-ecological products from the electrical machinery industry. Additionally, a model was created allowing us to determine whether the pro-environmental approach is associated with other purchase determinants identified in the factor analysis. (2) Methods: Verification of the objective was carried out using, i.a., a survey method, Delphi and factor analysis, econometric modeling, and the Kruskal–Wallis test. (3) Results: The most significant factors declared by respondents from Generation Z of the V4 countries influencing pro-quality and pro-environmental purchasing decisions from this industry were product price (3.959), previous personal experience with the product (3.959), expected product life (durability) (3.809), and individual customer needs (3.615). The least important determinants were the period for which the product was on the market (2.843) then, surprisingly, product packaging (2.902), and ecolabel (2.921). (4) Conclusions: Interpreting the resulting model, it can be concluded that as the assessment of knowledge and experience as well as the assessment of the brand and image increased, the assessment of the importance of pro-ecological factors also increased. Branding and image are more linked to environmental activities.

Keywords: pro-ecological product management; purchase factors; pro-ecological consumer behavior; circular economy; decision-making; brand (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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