An Exploratory Research on Sustainable Consumption Behavior Patterns of Generation Z Consumer

Eryiğit C., Tunçel N., Özkan Tektaş Ö., Güneş H. M., Kavak B.

22. ULUSLARARASI İŞLETMECİLİK KONGRESİ, İstanbul, Turkey, 7 - 09 September 2023, pp.313-320

  • Publication Type: Conference Paper / Summary Text
  • City: İstanbul
  • Country: Turkey
  • Page Numbers: pp.313-320
  • Hacettepe University Affiliated: Yes

Abstract

This study examines sustainable consumption behavior patterns, motivations, and information sources of Generation Z consumers in Turkey. Qualitative research techniques, specifically in-depth interviews were employed. Purposive sampling was adopted to interview 24 Generation Z consumers from different regions of Turkey. The data were analyzed with content analysis through Nvivo qualitative analysis software. The analysis revealed that the behavioral patterns of Generation Z consumers are classified into eight major themes: recycle, reuse, reduce, redistribute, respect, rethink, reflect, and reproduce. Hence, new behavior patterns emerged instead of the recycle-reuse-reduce (3R) sustainable consumption behavior patterns studied in the literature. It was also explored that the most common motivations for these behaviors were environmental concerns, economic concerns, and functionality, while religious feelings and national values were the least common. These behaviors were acquired most frequently through their families, own efforts, and mass media.