Abstract
Consumer behaviour is continuously evolving, making it increasingly difficult to predict the actions undertaken
by consumers. This study examines green consumer behaviour through the lens of Generational Theory. Specifically, it
aims to identify the main determinants that contribute to the development of green behaviour, focusing on three
generational cohorts: Generation X, Generation Y (Millennials), and Generation Z. Based on the research conducted,
five key factors were identified as having a significant influence on green behaviour: environmental attitudes, green
self-identity, social norms and peer influence, perceived behavioural control, and environmental knowledge. From a
methodological perspective, the study employed two quantitative surveys, one conducted among members of
Generation X and the other among members of Generation Z, as well as a documentary research approach designed to
gather information regarding the behaviour of Generation Y. The findings indicate that, although members of
Generation X are not indifferent to climate change and environmental issues, their level of concern for green behaviour
is comparatively lower. In contrast, Generation Z respondents recorded the highest scores across the analyzed
indicators, demonstrating a greater willingness to pay a premium for environmentally friendly products. From a
behavioural perspective, Millennials appear to adopt a transitional pattern of behaviour, positioning themselves along
a continuum between the two generations situated at the opposite ends of the spectrum. Their attitudes and behaviours
reflect characteristics associated with both Generation X and Generation Z, suggesting an intermediate level of
environmental commitment and engagement in green consumption practices.
by consumers. This study examines green consumer behaviour through the lens of Generational Theory. Specifically, it
aims to identify the main determinants that contribute to the development of green behaviour, focusing on three
generational cohorts: Generation X, Generation Y (Millennials), and Generation Z. Based on the research conducted,
five key factors were identified as having a significant influence on green behaviour: environmental attitudes, green
self-identity, social norms and peer influence, perceived behavioural control, and environmental knowledge. From a
methodological perspective, the study employed two quantitative surveys, one conducted among members of
Generation X and the other among members of Generation Z, as well as a documentary research approach designed to
gather information regarding the behaviour of Generation Y. The findings indicate that, although members of
Generation X are not indifferent to climate change and environmental issues, their level of concern for green behaviour
is comparatively lower. In contrast, Generation Z respondents recorded the highest scores across the analyzed
indicators, demonstrating a greater willingness to pay a premium for environmentally friendly products. From a
behavioural perspective, Millennials appear to adopt a transitional pattern of behaviour, positioning themselves along
a continuum between the two generations situated at the opposite ends of the spectrum. Their attitudes and behaviours
reflect characteristics associated with both Generation X and Generation Z, suggesting an intermediate level of
environmental commitment and engagement in green consumption practices.
Cuvinte cheie
Green behaviour
Generational Theory
environmental attitude
self-green identity
social norms
environmental knowledge
Istoric articol
Publicat
26.06.2026
Informații autori
Citare recomandată
BRINDUSA MARIANA BEJAN, CIPRIAN MARCEL POP, COSMIN VOICU NISTOR (2026). DETERMINANTS OF GREEN CONSUMER BEHAVIOUR ACROSS GENERATIONS: EVIDENCE FROM GENERATIONS X, Y AND Z. Constantin Brâncuși University of Târgu Jiu Economics Series, 1(3), 70–81. https://doi.org/10.65631/jes.3.2026.5
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