Vol. 10 No. 4 (2022): Business & Management Studies: An International Journal

Exploratory research on the factors affecting the sustainable consumption behaviour of gen Z

Assist. Prof. Dr., Istanbul Gelişim University, Istanbul, Turkiye
Alpaslan KELLECİ
Assist. Prof. Dr., Istinye University, Istanbul, Turkiye

Published 2022-12-25


  • Pazarlama, Sürdürülebilir Kalkınma, Sürdürülebilir Tüketim, Tüketici İktisadı: Deneysel Analiz, Çevre ve Kalkınma
  • Marketing, Sustainable Development, Sustainable Consumption, Consumer Economics: Empirical Analysis, Environment and Growth

How to Cite

YILDIZ, O., & KELLECİ, A. (2022). Exploratory research on the factors affecting the sustainable consumption behaviour of gen Z. Business & Management Studies: An International Journal, 10(4), 1474–1491. https://doi.org/10.15295/bmij.v10i4.2134


The consequential impact of flash floods, wildfires, collapsing fisheries, deforestation due to global climate change, and depleting natural resources indicates that the regnant production and consumption patterns are no longer tenable. So far, the traditional business approach under the influence of the Dominant Social Paradigm (DSP) has devoured limited planetary resources with the goal of pure profit maximization. Nevertheless, this dominant logic is outdated and cannot keep up with the changing consumption habits of conscious consumers and Gen Z. Today, mindful consumers and Gen Z expect business entities to minimize their negative externalities. They also expect business entities to contribute to environmental and social causes other than economic interests. The study aims to determine the dimensions of the variables that affect the sustainable consumption behaviour of the university students who represent Gen Z. The data has been gathered via non-random convenience sampling by administering face-to-face surveys among university students in Istanbul. First, exploratory factor analysis was conducted in data analysis, and then a confirmatory factor analysis was performed. Unlike the previous studies, the present study puts forward that sustainable consumption behaviour consists of nine dimensions with variables, including social sustainability. These dimensions are environmental and social concerns, perceived seriousness of environmental and social problems, perceived environmental and social responsibility, consumers’ existing knowledge about environmental and social problems, country image, word-of-mouth communication, social norms, and attitude and intention toward sustainable consumption.


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