Evaluating the Feasibility of Sustainable Consumer Behavior Among Generation Z Youth in Almaty
https://doi.org/10.47703/ejebs.v68i4.428
Abstract
One of the pressing global challenges today is managing humanity’s unlimited needs with limited resources, emphasizing fostering sustainable consumption. This study aims to identify the key factors influencing adopting sustainable consumption behaviors among Generation Z, an active consumer segment, and evaluate the potential for their transition to sustainable consumption. A survey results, highlighted the primary influences and barriers to sustainable consumer behavior. A survey was conducted among 221 participants from Generation Z, aged 18-23, to examine the key motivators and obstacles to adopting sustainable consumer habits. The findings indicate that Generation Z is positive towards essential prerequisites for sustainable consumption. Furthermore, the study reveals that 85% of the surveyed representatives of Generation Z are familiar with sustainable consumption, and 59% believe that consumers play a crucial role in its promotion. At the same time, 67% of respondents sort waste at least sometimes, and 75% save water and energy. It concludes that, with proper support and encouragement, Generation Z could play a pivotal role in promoting and adopting sustainable consumption practices, contributing to broader sustainability goals. These insights guide efforts to promote sustainable consumption for policymakers and educators and inform the development of targeted strategies that resonate with this demographic's unique perspectives. The present study was conducted among participants from the city of Almaty, and further research could focus on other large cities and rural areas of Kazakhstan.
About the Authors
Dinara Satybaldiyeva
Satbayev University, Almaty, Kazakhstan
Kazakhstan
Kazakhstan
PhD, Associate Professor, E-mail: d.satybaldiyeva@satbayev.university
Zhazira Tymbayeva
Satbayev University, Almaty, Kazakhstan
Kazakhstan
Kazakhstan
Cand. Sc. (Econ.), Associate Professor, E-mail: zh.tymbayeva@satbayev.university
Zhazira Kakitayeva
Al-Farabi Kazakh National University, Almaty, Kazakhstan
Kazakhstan
Kazakhstan
PhD candidate, Email: kakitayeva@gmail.com
Aigerim Kazhmuratova
Al-Farabi Kazakh National University, Almaty, Kazakhstan
Kazakhstan
Kazakhstan
Cand. Econ. (Sc.), Associate Professor, Еmail: aigerim_k71@mail.ru
References
1. Abrar, M., Sibtain, M. M., & Shabbir, R. (2021). Understanding purchase intention towards eco-friendly clothing for generation Y & Z. Journal of Global Fashion Marketing, 8(1), 74-86. https://doi.org/10.1080/23311975.2021.1997247
2. Abrahamse, W., Steg, L., Vlek, C., & Rothengatter, T. (2005). A review of intervention studies aimed at household energy conservation. Journal of Environmental Psychology, 25(3), 273-291. https://doi.org/10.1016/J.JENVP.2005.08.002
3. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
4. Bakewell, C., & Mitchell, V. W. (2003). Generation Y female consumer decision-making styles. International Journal of Retail & Distribution Management, 31(2), 95-106. https://doi.org/10.1108/09590550310461994
5. Berglund, C., & Matti, S. (2006). Citizen and consumer: the dual role of individuals in environmental policy. Environmental Politics, 15(4), 550–571. https://doi.org/10.1080/09644010600785176
6. Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39-48. https://doi.org/10.1016/0007-6813(91)90005-G
7. Colliander, J., & Dahlen, M. (2011). Following the fashionable friend: The power of social media: Weighing publicity effectiveness of blogs versus online magazines. Journal of Advertising Research, 51(1), 313-320. https://doi.org/10.2501/JAR-51-1-313-320
8. Dabija, C. D., & Băbut, R. (2019). Enhancing apparel store patronage through retailers’ attributes and sustainability: A generational approach. Sustainability, 11(17), 4532. https://doi.org/10.3390/su11174532
9. Derksen, L., & Gartrell, J. (1993). The social context of recycling. American Sociological Review, 58(3), 434-442. https://doi.org/10.2307/2095910
10. Francis, T., & Hoefel, F. (2018). ‘True gen’: Generation Z and its implications for companies. McKinsey & Company. Available at: https://www.mckinsey.com/
11. Gabrielova, K., & Buchko, A. A. (2021). Here comes Generation Z: Millennials as managers. Business Horizons, 64(4), 489-499. https://doi.org/10.1016/J.BUSHOR.2021.02.013
12. Goldring, D., & Azab, C. (2021). New rules of social media shopping: Personality differences of US Gen Z versus Gen X market mavens. Journal of Consumer Behaviour, 20(4), 884-897. https://doi.org/10.1002/cb.1893
13. Hill, J., & Lee, H. (2012). Young generation Y consumers’ perceptions of sustainability in the apparel industry. Journal of Fashion Marketing and Management, 16(4), 477-491. https://doi.org/10.1108/13612021211265863
14. Hume, M. (2010). Compassion without action: Examining the young consumers’ consumption and attitude to sustainable consumption. Journal of World Business, 45(4), 385-394. https://doi.org/10.1016/J.JWB.2009.08.007
15. Jackson, T. (2005). Motivating sustainable consumption: A review of evidence on consumer behaviour and behavioural change. Centre for Environmental Strategy, University of Surrey. Available at: https://www.sustainablelifestyles.ac.uk/sites/default/files/motivating_sc_final.pdf
16. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
17. Kollmuss, A., & Agyeman, J. (2002). Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research, 8(3), 239-260. https://doi.org/10.1080/13504620220145401
18. Kostadinova, E. (2016). Sustainable Consumer Behavior: Literature Overview. Economic Alternatives, 30(5), 224-234. Available at; https://www.researchgate.net/profile/Elena-Kostadinova-2/publication/299681081_Sustainable_consumer_behaviour_a_literature_review/links/626bd27c0df856128f86805b/Sustainable-consumer-behaviour-a-literature-review.pdf
19. Luchs, M. G., Naylor, R. W., Irwin, J. R., & Raghunathan, R. (2010). The sustainability liability: Potential negative effects of ethicality on product preference. Journal of Marketing, 74(5), 18-31. https://doi.org/10.1509/jmkg.74.5.018
20. Mol, A.P., & Sonnenfeld, D.A. (2000). Ecological Modernisation Around the World: Perspectives and Critical Debates. Environmental Management and Health, 11, 475-476. https://doi.org/10.1108/EMH.2000.11.5.475.2
21. Özgül, E. (2010). Tüketicilerin değer yapıları, gönüllü sade yaşam tarzı ve sürdürülebilir tüketim üzerindeki etkileri. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 28(2), 117-150. Available at: https://dergipark.org.tr/en/download/article-file/301001
22. Prakash, G., Singh, P. K., & Yadav, R. (2018). Application of consumer style inventory (CSI) to predict young Indian consumer’s intention to purchase organic food products. Food Quality and Preference, 68, 90-97. https://doi.org/10.1016/J.FOODQUAL.2018.01.015
23. Seyfang, G. (2005). Shopping for sustainability: Can sustainable consumption promote ecological citizenship? Environmental Politics, 14(2), 290-306. https://doi.org/10.1080/09644010500055209
24. Spaargaren, G. (2000). Ecological modernization theory and the changing discourse on environment and modernity. In G. Spaargaren (Ed.), Environment and Global Modernity, 41-72. https://doi.org/10.4135/9781446220139.n3
25. Stern, P. C. (2000). Toward a coherent theory of environmentally significant behavior. Journal of Social Issues, 56(3), 407-424.
26. Tan, B. C., & Lau, T. C. (2016). Examining sustainable consumption patterns of young consumers: Is there a cause for concern? Journal of International Social Research, 9(2), 465-472.
27. Thøgersen, J., & Schrader, U. (2012). From knowledge to action—New paths towards sustainable consumption. Journal of Consumer Policy, 35(1), 1-4. https://doi.org/10.1007/S10603-012-9188-7
28. Ur Rehman, Z., Abu Seman, N. A., & Harun, A. (2023). Exploring the significance of Malaysian consumers' intentions to purchase green products. Journal of International Business, Economics and Entrepreneurship, 8(2), 71-78. https://doi.org/10.24191/jibe.v8i2.23562
Review
For citations:
Satybaldiyeva D., Tymbayeva Zh., Kakitayeva Zh., Kazhmuratova A. Evaluating the Feasibility of Sustainable Consumer Behavior Among Generation Z Youth in Almaty. Eurasian Journal of Economic and Business Studies. 2024;68(4):5–17. https://doi.org/10.47703/ejebs.v68i4.428
Views:
46
JATS XML
Email this article 