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Generational Differences in Sustainable Consumption Behavior among Chinese Residents: Implications Based on Perceptions of Sustainable Consumption and Lifestyle

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  • Jianfang Liang

    (School of Fashion and Art Design, Xi’an Polytechnic University, Xi’an 710048, China)

  • Jingjun Li

    (MOBI Electromobility Research Centre, Department of Business Technology and Operations, Vrije Universiteit Brussel, Pleinlaan 2, 1050 Brussel, Belgium)

  • Xuerong Cao

    (School of Fashion and Art Design, Xi’an Polytechnic University, Xi’an 710048, China)

  • Zejun Zhang

    (School of Fashion and Art Design, Xi’an Polytechnic University, Xi’an 710048, China)

Abstract

To deal with the challenges posed by generational differences in China’s sustainable consumption transition, this study’s pioneers using a mixed-methods approach with data mining and literature research to classify Chinese residents into four generations based on the sustainable consumption perspective. We developed a conceptual model of generational differences and conducted an empirical study using structured interviews with a multi-stage random sampling approach. The results highlight significant differences and distinct influencing mechanisms among the four generations regarding perceptions of sustainable consumption, lifestyle, and sustainable consumption behavior. Based on this, multi-generational differentiated green marketing strategies, green product development and green marketing practices, as well as consumer education systems and strategies for stakeholders including the government, enterprises, and society are proposed. The findings contribute to advancing theoretical perspectives in sustainable consumption research, serving as a valuable reference for sustainable consumption research worldwide.

Suggested Citation

  • Jianfang Liang & Jingjun Li & Xuerong Cao & Zejun Zhang, 2024. "Generational Differences in Sustainable Consumption Behavior among Chinese Residents: Implications Based on Perceptions of Sustainable Consumption and Lifestyle," Sustainability, MDPI, vol. 16(10), pages 1-22, May.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:10:p:3976-:d:1391423
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    References listed on IDEAS

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    Cited by:

    1. Chih-Ming Tsai & Wen-Yang Kao & Wei-Chi Liu, 2025. "Navigating Sustainable Mobility in Taiwan: Exploring the Brand-Specific Effects of Perceived Green Attributes on the Green Purchase Intention for Battery Electric Vehicles," Sustainability, MDPI, vol. 17(3), pages 1-22, January.
    2. 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.
    3. Qing Ni & Hua Dong & Antonios Kaniadakis, 2025. "Low-Carbon Practices and Cultural Adaptation Among Older Chinese Migrants: Insights from Walking Interviews on Environmental Policy and Social Integration," IJERPH, MDPI, vol. 22(6), pages 1-29, May.

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