A Qualitative Approach to the Sustainable Orientation of Generation Z in Retail: The Case of Romania

Dan-Cristian Dabija,Claudiu Pușcaș,Brândușa Mariana Bejan

doi:10.3390/jrfm13070152

Dan-Cristian Dabija, Claudiu Pușcaș + Show 1 more

Open Access

https://doi.org/10.3390/jrfm13070152

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Abstract

In order to highlight the extent to which young consumers, or members of Generation Z, are familiar with the sustainability principles implemented by retailers operating in emerging markets, the authors conducted a qualitative empirical research study with the help of a semi-structured in-depth interview guide. Respondents were asked to express their perception of the extent to which their favorite retailers adopted and implemented the social, economic, and environmental dimensions of sustainability. The results show that respondents viewed retailers’ sustainability orientation favorably, specifying concrete measures implemented by their preferred retailers. They seemed to favor those retail networks making a useful and proactive contribution to resource preservation and environmental protection, whilst taking care of employees’ welfare and being involved in their local communities. From a theoretical perspective, the paper makes a clear contribution to enhancing the generational theory-based studies on emerging markets, where market conditions and polyvalent consumer behavior are highly dynamic, and where sustainability principles play a major role in drawing and maintaining their customers. From a management perspective, the paper provides retailers with an overview on the measures, tactics, and actions that allow them to properly target consumers and develop a proper customer approach strategy.

Highlights

As international bodies and institutions increasingly focus on corporate sustainability, the effects thereof are being felt in mature, and in emerging markets
The authors chose an emerging European market, Romania, for three reasons: the large number of retailers operating in the market (Pagliacci et al 2019; Stanciu et al 2019), the retailers’ contribution to the country’s economic development (ZFEnglish 2018), and the high percentage of young people belonging to Generation Z (Worldometer 2020)
The answers show that respondents knew about the fundamental principle underlying the notion of sustainability, as well as its pillars: environmental protection, concern for society, local communities and/or other people, and the economic aspects

Summary

Introduction

As international bodies and institutions increasingly focus on corporate sustainability, the effects thereof are being felt in mature, and in emerging markets. Sustainable development is one of the major goals that all players in the value chain strive for, be they producers, intermediaries, or distributors. They approach customers drawing attention to their “care” for the welfare of the local community and environmental protection, making profit while reducing their ecological footprint, and providing employees with fair working conditions. Literature is replete with research on sustainable development strategies, measures, and/or dimensions in retail (Sewell et al 2017; Placet et al 2005) from both the retailer’s perspective, in terms of specific actions undertaken (Palma et al 2018) and the consumer’s perspective, in terms of how they react to such actions (Ehgartner 2018; Majerova et al 2020). There has been little research on emerging economies, as practitioners risk mismanaging the situation and being unable to properly identify consumers’

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