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The Importance of Sustainability Aspects When Purchasing Online : Comparing Generation X and Generation Z

Title data

Brand, Benedikt Martin ; Rausch, Theresa Maria ; Brandel, Jannika:
The Importance of Sustainability Aspects When Purchasing Online : Comparing Generation X and Generation Z.
In: Sustainability. Vol. 14 (8 May 2022) Issue 9 . - No. 5689.
ISSN 2071-1050
DOI: https://doi.org/10.3390/su14095689

Project information

Project financing: Deutsche Forschungsgemeinschaft
Funded by the Deutsche Forschungsgemeinschaft (DFG, GermanResearch Foundation)— 491183248. Funded by the Open Access Publishing Fund of the University of Bayreuth.

Abstract in another language

As research on sustainability orientation across generations is still sparse, we contribute to literature by enriching this research field, focusing on Generation Z (‘Zers’) and X (‘Xers’). Moreover, no other study has analyzed cross-generational differences in the sustainability context by making use of choice experiments, which overcome issues related to (Likert) scale item investigations, and allow respondents to evaluate the trade-off between different purchase factors simultaneously. We thus applied one of the most recent advancements in choice experiments, named Adaptive Choice-Based Conjoint analysis, which appears to be more realistic than previous alternatives. The results indicate Zers consume more sustainably (inter alia higher importance of social labels; higher purchase likelihood) when shopping online; however, differences within each generation were uncovered, especially among Xers (e.g., gender differences regarding importance of price).

Further data

Item Type: Article in a journal
Refereed: Yes
Keywords: sustainability; generation Z; online shopping; generational comparison; Adaptive Choice-Based Conjoint analysis; segmentation; labels
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XIV - Marketing and Innovation
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XIV - Marketing and Innovation > Chair Business Administration XIV - Marketing and Innovation - Univ.-Prof. Dr. Daniel Baier
Result of work at the UBT: Yes
DDC Subjects: 300 Social sciences > 330 Economics
Date Deposited: 13 May 2022 07:17
Last Modified: 13 May 2022 07:17
URI: https://eref.uni-bayreuth.de/id/eprint/69600