Analysis of Sustainable Consumption for Generation Z in Portugal

Abstract

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.