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Factors Driving Sustainable Consumption in Azerbaijan: Comparison of Generation X, Generation Y and Generation Z

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  • Mubariz Mammadli

    (Department of Economics and Business Management, UNEC Business School, Azerbaijan State University of Economics, Baku AZ1001, Azerbaijan)

Abstract

The importance of sustainable consumption requires understanding and studying the factors that influence consumer preferences. This study contributes to the understanding of intergenerational differences in the factors that drive consumers toward sustainable consumption in Azerbaijan. In this research, 200 sustainable consumers were first interviewed and the factors that pushed them to sustainable consumption were listed. According to the answers received, these factors were ecological concerns, health concerns and subjective norms. Based on these approaches, a survey was conducted among 1380 sustainable consumers in 2022 and analyzed which of these factors had the greater impact among Generations X, Y and Z. The results obtained using ANOVA revealed that ecological and health issues differed across generations, while subjective norms did not vary across generations.

Suggested Citation

  • Mubariz Mammadli, 2023. "Factors Driving Sustainable Consumption in Azerbaijan: Comparison of Generation X, Generation Y and Generation Z," Sustainability, MDPI, vol. 15(20), pages 1-21, October.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:20:p:15159-:d:1265275
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    Cited by:

    1. Lijun Du & Songyu Jiang, 2025. "Enhancing Green Food Consumption Intentions Among Chinese Generation X: Integrating Environmental Values and Self-Identity into the Theory of Planned Behavior," Sustainability, MDPI, vol. 17(7), pages 1-27, March.
    2. Pei Li & Charles Spence & Chunmao Wu, 2025. "What motivate consumers’ purchase intention and the intention to continue watching in livestream shopping," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-14, December.

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