| Title | The Importance of Sustainability Aspects When Purchasing Online: Comparing Generation X and Generation Z |
|---|---|
| ID_Doc | 19844 |
| Authors | Brand, BM; Rausch, TM; Brandel, J |
| Title | The Importance of Sustainability Aspects When Purchasing Online: Comparing Generation X and Generation Z |
| Year | 2022 |
| Published | Sustainability, 14.0, 9 |
| Abstract | 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). |
| https://www.mdpi.com/2071-1050/14/9/5689/pdf?version=1652008299 |
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