Abstract
The research examines Generation Z’s (Gen Z’s) attitudes, behavior and awareness regarding sustainability-oriented products in two European countries, located in the region of Western Balkans, Bosnia–Herzegovina and Serbia. The research deploys generational cohort theory (GCT) and a quantitative analysis of primary data collected through an online questionnaire among 1338 primary, high school and university students, all belonging to Generation Z. It deploys a Confirmatory Factor Analysis (CFA) by running both Maximum Likelihood (ML) and Markov Chain Monte Carlo (MCMC) procedures, the latter being suitable for binary variables, which have been deployed in the study. The results of MLCFA provide evidence that there is a statistically significant and relatively strong relation between sustainability and circular economy attitudes (SCEA) and sustainability and circular economy behavior (SCEB), while there is a statistically insignificant and relatively weak relation between sustainability and circular economy behavior (SCEB) and circular economy awareness (CEW). The results of the BCFA, which is based on MCMC procedure, are similar to the results based on a rather commonly used MLCFA procedure. The results also confirm that Gen Z knows more about the companies which recycle products than it does about the CE as a concept, while the vast majority is concerned about the future of the planet and is motivated to learn more about the CE through CE and various awareness-raising measures.
Highlights
Understanding the mutual relation between attitudes and behavior, as well as awareness and behavior is crucial for extending the knowledge on how circular economy brands can successfully create awareness and alter consumer behavior for closing the loop inside a circular economy
The current study aims at uncovering how Generation Z (Gen Z’s) attitudes, behavior and awareness for sustainability and circular economy are mutually related as well as what are determinants of Gen Z’s sustainability and circular economy attitudes and behavior, as well as determinants of their circular economy awareness
The previous research confirmed that education on current issues of circular economy is needed for Generation Z to become aware of the most important circular concepts as consumers, which in turn would enable them to be the agents of future change towards a circular society [65]
Summary
Understanding the mutual relation between attitudes and behavior, as well as awareness and behavior is crucial for extending the knowledge on how circular economy brands can successfully create awareness and alter consumer behavior for closing the loop inside a circular economy. Including generational cohorts as a basis for the creation of theoretical models can extend our understanding of sustainable consumption and provide marketers with applicable theories for use in the everyday business practice of selling eco products. The present research extends consumer behavior theory by applying the Generational Cohort Theory (GCT) through observing the ration Z 1995 and 2010) as the youngest generational cohort of active consumers on the market. Sustainability 2022, 14, 2727 circular economy attitudes and behavior and circular economy awareness of Generation Z related to eco products. There are similarities between U.S and European generational cohorts, as well as between those in China, India, South Korea and Japan [4]
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