Do Sustainable Values Translate into Purchases? Evidence from Generation Z in the Running Products Market

Sustainability is frequently portrayed as a key driver of consumption among Generation Z, yet empirical evidence on whether sustainable values translate into actual purchasing behaviour remains limited, particularly in performance-oriented product categories. This study addresses this gap by examining the determinants of real purchasing behaviour among Generation Z consumers in the running products market. Using survey data from 400 respondents and applying Principal Component Analysis and Partial Least Squares Structural Equation Modelling (PLS-SEM), six latent determinants influencing purchase behaviour are identified. The findings show that actual purchasing behaviour is primarily driven by perceived product quality, durability, comfort, and technological innovation. In contrast, sustainable values show a statistically significant but negative relationship with actual purchasing behaviour, suggesting that sustainability considerations play a comparatively limited role in decision-making within the performance-oriented running products category. These results suggest that sustainability initiatives are more effective when integrated with tangible product performance rather than communicated as standalone value propositions.