Ethical consumption5/5/2023 The research can also be considered when dealing with government legislation when tackling social change in younger population as this appeared important factor for the researched consumers. The findings can assist practitioners to determine effective marketing strategies to persuade Generation Z to act ethically. It successfully applied the Theory of Planned Behaviour to understand generational consumer behaviour. It provides new insights for scholars into understanding Generation Z decision-making in ethical consumption. Practical implications: This research has valuable implications for both academics and marketers. The paper highlights that Generation Z are aware of ethical issues prevalent in society and are doing what they can at this life stage to make a positive impact. Recycling, diet choices and reduced consumption on clothing were expressed. Further trends discovered highlighted sustainable lifestyle choices within the generation. Financial aspirations from this target market suggest a future desire to purchase high value ethical items. Generation Z’s frugality limits them to purchase truly ethically in their current life stage. Driven in the main by the cohorts unlimited exposure to social media platforms and online resources where information is shared. Findings: Research findings show that Generation Z has strong awareness and desire towards ethical and environmental issues. Design/methodology/approach: Qualitative method in the form of 18 semi-structured interviews was conducted on participants aged within the Generation Z cohort in the UK. Theory of planned behaviour model is applied to understand the Generation Z ethical consumerism. Purpose: This study aims to explore the factors that encourage Generation Z consumers to turn an ethical purchase intention into purchase behaviour.
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