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

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  • Benedikt M. Brand

    (Chair of Marketing and Innovation, University of Bayreuth, Universitaetsstrasse 30, 95447 Bayreuth, Germany
    Chair for Sustainability Management, Technische Universität Kaiserslautern, Gottlieb-Daimler-Straße (Gebäude 47), 67663 Kaiserslautern, Germany)

  • Theresa Maria Rausch

    (Chair of Marketing and Innovation, University of Bayreuth, Universitaetsstrasse 30, 95447 Bayreuth, Germany)

  • Jannika Brandel

    (Chair of Marketing and Innovation, University of Bayreuth, Universitaetsstrasse 30, 95447 Bayreuth, Germany)

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).

Suggested Citation

  • Benedikt M. Brand & Theresa Maria Rausch & Jannika Brandel, 2022. "The Importance of Sustainability Aspects When Purchasing Online: Comparing Generation X and Generation Z," Sustainability, MDPI, vol. 14(9), pages 1-28, May.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:9:p:5689-:d:811105
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