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Does Environmental Labelling Still Matter? Generation Z’s Purchasing Decisions

Author

Listed:
  • Bartłomiej Kabaja

    (Department of Packaging Science, Cracow University of Economics, 31-510 Krakow, Poland)

  • Magdalena Wojnarowska

    (Department of Technology and Ecology of Products, Cracow University of Economics, 31-510 Krakow, Poland)

  • Marek Ćwiklicki

    (Department of Public Management, Cracow University of Economics, 31-510 Krakow, Poland)

  • Stefania Claudia Buffagni

    (Department of Management “Valter Cantino”, University of Torino, 10134 Torino, Italy)

  • Erica Varese

    (Department of Management “Valter Cantino”, University of Torino, 10134 Torino, Italy)

Abstract

This research paper explores the role of environmental labelling in shaping the purchasing and consumption behaviours of Generation Z. The study aims to provide insights into the comprehension, perception, and attitude of this generation towards environmental labelling and to investigate how these factors impact their purchasing decisions. The results of this study provide valuable insights into the role of environmental labelling in shaping the behaviours of young consumers and suggest that it still matters to this generation. The study also highlights the importance of trust in environmental labelling for influencing purchasing decisions. Our research paper provides new insights into the role of environmental labelling in shaping the behaviours of Generation Z, which is a critical demographic group for sustainable consumption. We found that this generation is highly aware of environmental issues and is motivated to make eco-friendly purchasing decisions. However, our study also highlights that the lack of trust in environmental labelling can be a significant barrier to sustainable consumption. This study contributes to the literature on environmental labelling and consumer behaviour among Generation Z.

Suggested Citation

  • Bartłomiej Kabaja & Magdalena Wojnarowska & Marek Ćwiklicki & Stefania Claudia Buffagni & Erica Varese, 2023. "Does Environmental Labelling Still Matter? Generation Z’s Purchasing Decisions," Sustainability, MDPI, vol. 15(18), pages 1-19, September.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:18:p:13751-:d:1240212
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