{"id":390,"date":"2026-06-30T05:58:02","date_gmt":"2026-06-30T05:58:02","guid":{"rendered":"https:\/\/www.journals.utgjiu.ro\/JES\/?post_type=articol&#038;p=390"},"modified":"2026-06-30T05:58:02","modified_gmt":"2026-06-30T05:58:02","slug":"determinants-of-green-consumer-behaviour-across-generations-evidence-from-generations-x-y-and-z","status":"publish","type":"articol","link":"https:\/\/www.journals.utgjiu.ro\/JES\/articol\/determinants-of-green-consumer-behaviour-across-generations-evidence-from-generations-x-y-and-z\/","title":{"rendered":"DETERMINANTS OF GREEN CONSUMER BEHAVIOUR ACROSS GENERATIONS: EVIDENCE FROM GENERATIONS X, Y AND Z"},"content":{"rendered":"<p>Consumer behaviour is continuously evolving, making it increasingly difficult to predict the actions undertaken<br \/>\nby consumers. This study examines green consumer behaviour through the lens of Generational Theory. Specifically, it<br \/>\naims to identify the main determinants that contribute to the development of green behaviour, focusing on three<br \/>\ngenerational cohorts: Generation X, Generation Y (Millennials), and Generation Z. Based on the research conducted,<br \/>\nfive key factors were identified as having a significant influence on green behaviour: environmental attitudes, green<br \/>\nself-identity, social norms and peer influence, perceived behavioural control, and environmental knowledge. From a<br \/>\nmethodological perspective, the study employed two quantitative surveys, one conducted among members of<br \/>\nGeneration X and the other among members of Generation Z, as well as a documentary research approach designed to<br \/>\ngather information regarding the behaviour of Generation Y. The findings indicate that, although members of<br \/>\nGeneration X are not indifferent to climate change and environmental issues, their level of concern for green behaviour<br \/>\nis comparatively lower. In contrast, Generation Z respondents recorded the highest scores across the analyzed<br \/>\nindicators, demonstrating a greater willingness to pay a premium for environmentally friendly products. From a<br \/>\nbehavioural perspective, Millennials appear to adopt a transitional pattern of behaviour, positioning themselves along<br \/>\na continuum between the two generations situated at the opposite ends of the spectrum. Their attitudes and behaviours<br \/>\nreflect characteristics associated with both Generation X and Generation Z, suggesting an intermediate level of<br \/>\nenvironmental commitment and engagement in green consumption practices.<\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}}},"class_list":["post-390","articol","type-articol","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.journals.utgjiu.ro\/JES\/wp-json\/wp\/v2\/articol\/390","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.journals.utgjiu.ro\/JES\/wp-json\/wp\/v2\/articol"}],"about":[{"href":"https:\/\/www.journals.utgjiu.ro\/JES\/wp-json\/wp\/v2\/types\/articol"}],"wp:attachment":[{"href":"https:\/\/www.journals.utgjiu.ro\/JES\/wp-json\/wp\/v2\/media?parent=390"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}