A comparison of consumption values and intentions to purchase environmentally friendly products across generations: the moderating role of individual priorities

Abstract

Faced with the climate emergency and increasing pressure on natural resources, sustainable consumption has become a central issue for governments, businesses, and citizens. Understanding the determinants of responsible purchasing behavior is therefore essential to encourage more sustainable consumption patterns. Among these determinants, generational differences and individual priorities are attracting growing interest in the academic literature. The aim of this study is to compare responsible consumption values and intentions to purchase environmentally friendly products between different generations (Z, Y, X and baby-boomers), while examining the moderating role of individual priorities. The data was collected using a face-to-face questionnaire administered to 203 respondents. The results show that generation Z has the highest levels of both responsible consumption values and intentions to purchase environmentally friendly products, followed by generation Y. However, no significant differences were observed between generation X and baby-boomers. Furthermore, the results reveal that individual priorities (environmental vs. economic) significantly moderate the relationship between generation type and responsible consumption values and purchase intentions, but only for generations Z and Y compared with baby-boomers.

Key words: Generational cohort, sustainability, consumption values, purchases intention, individual priorities.

DOI: 10.7176/EJBM/17-6-01

Publication date: July 30^th 2025