Gen Z sustainable consumption: evolution during and after COVID-19
Given the power of decision and persuasion that Generation Z is acquiring, it is important to know the changes in the motivations they have towards sustainable consumption. This research analyzes the evolution of sustainable food consumption factors in Centennials during and after the pandemic, bas...
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| Format: | Article |
| Language: | English |
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Universidad Nacional, Costa Rica
2025-01-01
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| Series: | Economía y Sociedad |
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| Online Access: | https://www.revistas.una.ac.cr/index.php/economia/article/view/20397 |
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| _version_ | 1823857011053297664 |
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| author | Rosa María Nava Rogel |
| author_facet | Rosa María Nava Rogel |
| author_sort | Rosa María Nava Rogel |
| collection | DOAJ |
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Given the power of decision and persuasion that Generation Z is acquiring, it is important to know the changes in the motivations they have towards sustainable consumption. This research analyzes the evolution of sustainable food consumption factors in Centennials during and after the pandemic, based on the Theory of Planned Behavior, which has been widely used to understand this phenomenon. In the first four months of 2021 and 2023, 662 young people born between 2000 and 2007 were surveyed; with the data collected, regression equations were calculated for each year, demonstrating a significant change in its structure with the Chow Test. During the pandemic and because of their young age, Generation Z had fewer possibilities to decide; in the new normal they acquired more freedom, increasing their purchase intention. This longitudinal study shows that the basic postulates of the Theory of Planned Behavior are fulfilled, if individuals have decision-making power and freedom to select what they prefer.
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| format | Article |
| id | doaj-art-bc4c162f635c479fa2f75375fb95153c |
| institution | Kabale University |
| issn | 1409-1070 2215-3403 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Universidad Nacional, Costa Rica |
| record_format | Article |
| series | Economía y Sociedad |
| spelling | doaj-art-bc4c162f635c479fa2f75375fb95153c2025-02-12T04:24:55ZengUniversidad Nacional, Costa RicaEconomía y Sociedad1409-10702215-34032025-01-01306710.15359/eys.30-67.2Gen Z sustainable consumption: evolution during and after COVID-19Rosa María Nava Rogel0https://orcid.org/0000-0003-2611-3903Facultad de Contaduría y Administración, Universidad Autónoma del Estado de México Given the power of decision and persuasion that Generation Z is acquiring, it is important to know the changes in the motivations they have towards sustainable consumption. This research analyzes the evolution of sustainable food consumption factors in Centennials during and after the pandemic, based on the Theory of Planned Behavior, which has been widely used to understand this phenomenon. In the first four months of 2021 and 2023, 662 young people born between 2000 and 2007 were surveyed; with the data collected, regression equations were calculated for each year, demonstrating a significant change in its structure with the Chow Test. During the pandemic and because of their young age, Generation Z had fewer possibilities to decide; in the new normal they acquired more freedom, increasing their purchase intention. This longitudinal study shows that the basic postulates of the Theory of Planned Behavior are fulfilled, if individuals have decision-making power and freedom to select what they prefer. https://www.revistas.una.ac.cr/index.php/economia/article/view/20397Sustainable consumptionfooddecision-making powerpurchase intentionlongitudinal study |
| spellingShingle | Rosa María Nava Rogel Gen Z sustainable consumption: evolution during and after COVID-19 Economía y Sociedad Sustainable consumption food decision-making power purchase intention longitudinal study |
| title | Gen Z sustainable consumption: evolution during and after COVID-19 |
| title_full | Gen Z sustainable consumption: evolution during and after COVID-19 |
| title_fullStr | Gen Z sustainable consumption: evolution during and after COVID-19 |
| title_full_unstemmed | Gen Z sustainable consumption: evolution during and after COVID-19 |
| title_short | Gen Z sustainable consumption: evolution during and after COVID-19 |
| title_sort | gen z sustainable consumption evolution during and after covid 19 |
| topic | Sustainable consumption food decision-making power purchase intention longitudinal study |
| url | https://www.revistas.una.ac.cr/index.php/economia/article/view/20397 |
| work_keys_str_mv | AT rosamarianavarogel genzsustainableconsumptionevolutionduringandaftercovid19 |