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Cited by 137Environmental Sustainability in BusinessEnvironmental Education and SustainabilitySustainable Supply Chain Management

Determining factors in shaping the sustainable behavior of the generation Z consumer

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Dragolea, Larisa-Loredana, Butnaru, Gina Ionela, Kot, Sebastian, Zamfir, Cristina Gabriela, Nuţă, Alina-Cristina, Nuţă, Florian-Marcel, Cristea, Dragoş Sebastian, Ştefănică, Mirela·2023·Frontiers in Environmental Science
DOI 10.3389/fenvs.2023.1096183
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Abstract

Introduction: Organizations currently emphasize green marketing strategies by implementing marketing practices, aiming to design, produce, promote and sell green products. Thus, both consumers and producers have turned their attention to the category of environmental friendly products, taking into account that the concept of green marketing is now being given greater importance. Responsible organizations have begun to adapt their strategies in production, promotion and interaction activities with consumers or potential consumers of organic products in the context we are going through, when environmental protection becomes an imperative. Analysis of the sustainable behavior of Generation Z is a determining factor from the perspective of the task that this generation will naturally take on, in terms of environmental responsibility. Methods: The research aims to determine the profile of the Generation Z consumer, in order to adapt the strategic actions of the government or organizations to direct and educate as objectively and efficiently as possible towards adopting the principles of ecological, sustainable and responsible consumption. Based on the data collected through a survey, we analyzed the sustainable behavior of Generation Z consumers studying at Romanian universities where there are specializations in this field. The research is quantitative, using structural equation modelling with partial least squares (PLSSEM) to test the hypotheses regarding the relationship between the determining factors and the sustainable behavior of Generation Z consumers. Results and Discussion: The results show that there is a positive relationship between both the sustainable behavior of Generation Z consumers and the satisfaction it conveys to them, as well as their environmental protection activities. However, there is no relationship between the sustainable behavior of Generation Z consumers and the green marketing practices of the organizations, environmental issues and their identification with the environmentally responsible consumer.

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  • Research on GPCP buying patterns for Generation Z is sparse and sporadic.

    “The literature review reveals that research on GPCP buying patterns for Generation Z is sparse and sporadic (Dragolea et al., 2023).”

    From Antecedents to Green Personal Care Product Purchase Intention Among Gen Z Consumers from India (2026) · cites this paper as Dragolea et al., 2023

    The Introduction says that research on Generation Z’s purchasing and consumption of green products is insufficient and that detailed, validated analyses of its purchasing behavior are lacking. It does not establish that research specifically on GPCP buying patterns is sparse or sporadic. (LLM, conf=0.84)

    Experimental — accuracy not yet measured

  • Generation Z's consumption behavior is sustainable at present, along with greater emphasis on ecological concerns and healthy consumption.

    “Also, it is established that Generation Z's consumption behavior is sustainable at present, along with greater emphasis on ecological concerns and healthy consumption (Dragolea et al., 2023).”

    From Antecedents to Green Personal Care Product Purchase Intention Among Gen Z Consumers from India (2026) · cites this paper as Dragolea et al., 2023

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Cited by

Sorted by citations

Authors
Dragolea, L.-L., Butnaru, G. I., Kot, S., Zamfir, C. G., Nuţă, A.-C., Nuţă, F.-M., Cristea, D. S., & Ştefănică, M.
Affiliations
  • 1 Decembrie 1918 University (RO)
  • Alexandru Ioan Cuza University (RO)
  • Częstochowa University of Technology (PL)
  • "Dunarea de Jos" University of Galati (RO)
  • Danubius International University (RO)
  • Ştefan cel Mare University of Suceava (RO)
Corresponding author
  • Butnaru, Gina Ionela
  • Nuţă, Florian-Marcel
ORCID
Venue
Frontiers in Environmental Science
Publisher
Frontiers Media SA
Published
2023-01-20
Volume
11
ISSN
2296-665X (ISSN-L)
DOI
10.3389/fenvs.2023.1096183
OpenAlex
W4317521296
Cited by
137
References
1
Citations by year
2026: 41 · 2025: 52 · 2024: 33 · 2023: 11
FWCI
36.13
Type
journal article
Language
en
Open access
Licence
Locations
  • Frontiers in Environmental Science (publishedVersion, cc-by)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Environmental Education and Sustainability
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Sustainable Supply Chain Management
Keywords
Generation Z, sustainable consumption, green marketing, consumer behavior, environmental protection, customer satisfaction, green products, university students, environmental awareness

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