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Becoming a tree when I will be dead? Why not! Generation X, Y and Z, and innovative green death practices

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  • Nosi, Costanza
  • D'Agostino, Antonella
  • Piccioni, Niccolò
  • Bartoli, Chiara

Abstract

Within the theoretical field of ethical consumption, the study focuses on consumer behavior and innovative green death practices. While scarcely investigated in the marketing and consumer behavior research domains, at least four main reasons spur to consider the funeral industry as an interesting subject of enquiry: i) the sector boasts of a significant economic relevance; ii) it is extremely impactful from an environmental and social point of view; iii) it is witnessing interesting innovative processes in the direction of social and environmental sustainability; iv) consumer movements are rising all over the world asking for more sustainable death practices. Thus, adopting an augmented version of the theory of planned behavior (TPB), which includes individuals’ environmentally responsible consumption, and egoistic and altruistic environmental concern, the study investigates behavioral intention to adopt innovative green death practices (a green funeral) of people belonging to three different generations: X, Y, and Z. A purposive sample of 627 Italian people participated in an online the survey. Collected data were analyzed adopting an ordinal logit model. The results confirm the TPB predictive power also in the field of green funeral behavioral intention. Furthermore, environmentally responsible consumption and environmental concern – even though only in its altruistic component – positively influence behavioral intention, and generation exerts a moderating effect among the examined constructs. Overall, the research attempts to enrich the literature on ethical consumption by exploring the underinvestigated phenomenon of buying behavior of unsought and end-of-life products, that of green funerals, and provide managerial recommendations to funeral service sellers.

Suggested Citation

  • Nosi, Costanza & D'Agostino, Antonella & Piccioni, Niccolò & Bartoli, Chiara, 2023. "Becoming a tree when I will be dead? Why not! Generation X, Y and Z, and innovative green death practices," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    • Handle: RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923001960
    DOI: 10.1016/j.jretconser.2023.103449
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    1. Nosi, Costanza & D'Agostino, Antonella & Ceccotti, Federica & Sfodera, Fabiola, 2024. "Green funerals: Technological innovations and societal shifts toward sustainable death care practices," Technological Forecasting and Social Change, Elsevier, vol. 207(C).
    2. Nadroo, Zeeshan Majeed & Lim, Weng Marc & Naqshbandi, Mohd Asif, 2024. "Domino effect of parasocial interaction: Of vicarious expression, electronic word-of-mouth, and bandwagon effect in online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    3. Wang, Shaofeng & Zhang, Hao, 2025. "Artificial intelligence digital employees and sustainable innovation in online retail: The mediating role of ambidextrous green innovation and the moderating role of ethical anxiety," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    4. Zhang, Xingyi & Wen, Han & Shao, Xiaolong, 2024. "Understanding consumers’ acceptance of edible food packaging: The role of consumer innovativeness," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).

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