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Factors Determining the Choice of Pro-Ecological Products among Generation Z

Author

Listed:
  • Paulina Bełch

    (Faculty of Management, Rzeszow University of Technology, al. Powstańców Warszawy 12, 35-959 Rzeszów, Poland)

  • Marzena Hajduk-Stelmachowicz

    (Faculty of Management, Rzeszow University of Technology, al. Powstańców Warszawy 12, 35-959 Rzeszów, Poland)

  • Katarzyna Chudy-Laskowska

    (Faculty of Management, Rzeszow University of Technology, al. Powstańców Warszawy 12, 35-959 Rzeszów, Poland)

  • Iveta Vozňáková

    (Faculty of Entrepreneurship and Law, Pan-European University, Michálkovická 1810/181, 710 00 Ostrava, Czech Republic)

  • Beáta Gavurová

    (Faculty of Mining, Ecology, Process Control and Geotechnologies, Technical University of Kosice, Letná 9, 042 00 Kosice, Slovakia)

Abstract

(1) Background: This article aims to present the factors influencing purchasing decisions by Generation Z respondents (from Poland, Slovakia, the Czech Republic, and Hungary) relating to pro-ecological products from the electrical machinery industry. Additionally, a model was created allowing us to determine whether the pro-environmental approach is associated with other purchase determinants identified in the factor analysis. (2) Methods: Verification of the objective was carried out using, i.a., a survey method, Delphi and factor analysis, econometric modeling, and the Kruskal–Wallis test. (3) Results: The most significant factors declared by respondents from Generation Z of the V4 countries influencing pro-quality and pro-environmental purchasing decisions from this industry were product price (3.959), previous personal experience with the product (3.959), expected product life (durability) (3.809), and individual customer needs (3.615). The least important determinants were the period for which the product was on the market (2.843) then, surprisingly, product packaging (2.902), and ecolabel (2.921). (4) Conclusions: Interpreting the resulting model, it can be concluded that as the assessment of knowledge and experience as well as the assessment of the brand and image increased, the assessment of the importance of pro-ecological factors also increased. Branding and image are more linked to environmental activities.

Suggested Citation

  • Paulina Bełch & Marzena Hajduk-Stelmachowicz & Katarzyna Chudy-Laskowska & Iveta Vozňáková & Beáta Gavurová, 2024. "Factors Determining the Choice of Pro-Ecological Products among Generation Z," Sustainability, MDPI, vol. 16(4), pages 1-20, February.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:4:p:1560-:d:1337959
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    References listed on IDEAS

    as
    1. Amit Kumar Bhardwaj & Arunesh Garg & Shri Ram & Yuvraj Gajpal & Chengsi Zheng, 2020. "Research Trends in Green Product for Environment: A Bibliometric Perspective," IJERPH, MDPI, vol. 17(22), pages 1-21, November.
    2. Marco Giancola & Maria Chiara Pino & Simonetta D’Amico, 2021. "Exploring the Psychosocial Antecedents of Sustainable Behaviors through the Lens of the Positive Youth Development Approach: A Pioneer Study," Sustainability, MDPI, vol. 13(22), pages 1-10, November.
    3. Simina Teodora Hora & Constantin Bungau & Paul Andrei Negru & Andrei-Flavius Radu, 2023. "Implementing Circular Economy Elements in the Textile Industry: A Bibliometric Analysis," Sustainability, MDPI, vol. 15(20), pages 1-24, October.
    4. Barbara Fura, 2022. "The Role of Financial Situation in the Relationship between Environmental Initiatives and Competitive Priorities of Production Companies in Poland," Risks, MDPI, vol. 10(3), pages 1-13, March.
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