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Examining Generation Z’s Attitudes, Behavior and Awareness Regarding Eco-Products: A Bayesian Approach to Confirmatory Factor Analysis

Author

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  • Tatjana Mamula Nikolić

    (Faculty of Management, Metropolitan University, Tadeuša Košćuška 63, 11000 Belgrade, Serbia)

  • Ivan Paunović

    (CENTIM—Centrum für Entrepreneurship, Innovation und Mittelstandsmanagement, Bonn-Rhein-Sieg University of Applied Sciences, 53359 Rheinbach, Germany
    Campus Rothenburg, Ansbach University of Applied Sciences, 91541 Rothenburg ob der Tauber, Germany)

  • Mirjana Milovanović

    (Banja Luka College, Miloša Obilića 30, 78000 Banja Luka, Republic of Srpska, Bosnia and Herzegovina)

  • Nenad Lozović

    (Faculty of Management, Metropolitan University, Tadeuša Košćuška 63, 11000 Belgrade, Serbia)

  • Marija Đurović

    (Civil-Engineering School “Branko Žeželj”, Hajduk Stankova, 11000 Belgrade, Serbia)

Abstract

The research examines Generation Z’s (Gen Z’s) attitudes, behavior and awareness regarding sustainability-oriented products in two European countries, located in the region of Western Balkans, Bosnia–Herzegovina and Serbia. The research deploys generational cohort theory (GCT) and a quantitative analysis of primary data collected through an online questionnaire among 1338 primary, high school and university students, all belonging to Generation Z. It deploys a Confirmatory Factor Analysis (CFA) by running both Maximum Likelihood (ML) and Markov Chain Monte Carlo (MCMC) procedures, the latter being suitable for binary variables, which have been deployed in the study. The results of MLCFA provide evidence that there is a statistically significant and relatively strong relation between sustainability and circular economy attitudes (SCEA) and sustainability and circular economy behavior (SCEB), while there is a statistically insignificant and relatively weak relation between sustainability and circular economy behavior (SCEB) and circular economy awareness (CEW). The results of the BCFA, which is based on MCMC procedure, are similar to the results based on a rather commonly used MLCFA procedure. The results also confirm that Gen Z knows more about the companies which recycle products than it does about the CE as a concept, while the vast majority is concerned about the future of the planet and is motivated to learn more about the CE through CE and various awareness-raising measures.

Suggested Citation

  • Tatjana Mamula Nikolić & Ivan Paunović & Mirjana Milovanović & Nenad Lozović & Marija Đurović, 2022. "Examining Generation Z’s Attitudes, Behavior and Awareness Regarding Eco-Products: A Bayesian Approach to Confirmatory Factor Analysis," Sustainability, MDPI, vol. 14(5), pages 1-16, February.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:5:p:2727-:d:758926
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