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Analysis of Sustainable Consumption for Generation Z in Portugal
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Resumo(s)
Generation Z is often characterized as being highly aware of environmental issues, influenced
by concerns about resource scarcity and sustainability. However, it remains unclear to what
extent this environmental consciousness translates into sustainable purchasing behavior, or
whether other factors such as price, convenience, or social influence prevail. This study
addresses this gap by examining how environmental awareness affects the consumption
habits of Generation Z in Portugal and comparing these behaviors with those of older
generations. A quantitative research design was adopted, utilizing an online survey to gather
data on purchasing decisions, environmental attitudes, and sustainability awareness.
Descriptive statistics were used to summarize the demographic and psychographic
characteristics of the sample. The primary data analysis was performed using Partial Least
Squares Structural Equation Modeling (PLS-SEM) to evaluate both the measurement and
structural components of the proposed theoretical model. Additionally, a bootstrapped MultiGroup Analysis (MGA) was conducted to assess generational differences in the structural
relationships between constructs robustly. The findings reveal that personal attitudes
primarily shape Generation Z’s sustainable consumption intentions, while older generations’
intentions depend more on perceived behavioral control and social influences. In both groups,
behavioral intention strongly predicts actual sustainable behavior. These results underscore
the need for generationally tailored strategies: attitudinal and value-based approaches for
Generation Z, and practical, barrier-reducing interventions for older cohorts. By contrasting
generational perspectives, this research offers recommendations for marketers and
policymakers seeking to promote sustainable consumption practices tailored to diverse
demographic segments.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Generation Z Sustainable Consumption Environmental Awareness Consumer Behavior PLSSEM Multi-Group Analysis (MGA) SDG 4 - Quality education SDG 11 - Sustainable cities and communities SDG 12 - Responsible production and consumption SDG 13 - Climate action