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Pro-environmental behaviours of generation Z: A cross-cultural approach
International Review on Public and Nonprofit Marketing Pub Date : 2024-01-19 , DOI: 10.1007/s12208-024-00395-9
Israel-Javier Juma-Michilena , Maria-Eugenia Ruiz-Molina , Irene Gil-Saura , Sergio Belda-Miquel

The mitigation and adaptation strategies to deal with climate change have not been effective so far and we still observe the effects derived from this problem. This paper aims to explore the determinants of individual pro-environmental behaviour of Generation Z, given the relevance of this generational cohort in society. Quantitative research is conducted based on 1050 valid questionnaires from Generation Z Colombian, Mexican and Brazilian citizens. The hypothesised relationships were tested through a structural equation model estimated using the partial least squares (PLS) regression technique. In addition, a multi-group analysis was carried out to examine potential differences among groups of different nationalities. The results support that the Theory of Planned Behaviour (TPB) adequately models human behaviour and that beliefs generate attitude and subsequently behaviour. However, when it comes to environmental issues, other factors such as environmental disaffection, intrinsic motivations and environmental participation are also relevant. From a theoretical point of view, this study proposes an innovative model supported by the literature. Besides, from a practical point of view, it provides an orientation to guide organisational representatives or leaders in climate change mitigation based on behavioural prediction. Finally, the contribution of this study lies in proposing an innovative model that is combined with the TPB to explain a trend of pro-environmental behaviour in generation Z, evaluating it from different perspectives with members of three different nationalities.



中文翻译:

Z 一代的环保行为:跨文化方法

迄今为止,应对气候变化的减缓和适应策略尚未见效,我们仍在观察该问题带来的影响。鉴于Z世代在社会中的相关性,本文旨在探讨Z世代个人亲环境行为的决定因素。定量研究基于哥伦比亚、墨西哥和巴西 Z 世代公民的 1050 份有效问卷进行。通过使用偏最小二乘(PLS)回归技术估计的结构方程模型来测试假设的关系。此外,还进行了多组分析,以检查不同国籍群体之间的潜在差异。结果支持计划行为理论(TPB)充分模拟了人类行为,并且信念产生态度和随后的行为。然而,当涉及到环境问题时,其他因素如环境不满、内在动机和环境参与等也与此有关。从理论角度来看,本研究提出了一种有文献支持的创新模型。此外,从实践角度来看,它为指导组织代表或领导者基于行为预测的减缓气候变化提供了方向。最后,本研究的贡献在于提出了一种与TPB相结合的创新模型来解释Z世代的环保行为趋势,并与三个不同国籍的成员从不同角度对其进行评估。

更新日期:2024-01-20
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