Generation Z: Generation of Green Consumer Values (CROSBI ID 602802)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Kadić-Maglajlić, Selma ; Dlačić, Jasmina ; Micevski, Milena
engleski
Generation Z: Generation of Green Consumer Values
Past research show that awareness regarding the nature and possible environmental impact can be enhanced through education. Hence, getting familiar with the state of green values in early age is a prerequisite shaping green policy that could educate young green consumers and therefore have a wider impact of environment because consumers with stronger green values will tend to make decisions consistent with environmentally sustainable consumption. Hence, the focus of this study are consumers born after 1996, called Generation Z and their pro-environmental behaviour. Pro- environmental attitudes are comprised of different indirect and direct pro- environmental actions. These actions, together with concern are explored as green consumer values that shape and guide future pro- environmental consumer behaviour. Field research conducted in two high schools in Croatia point out that green consumer values are positively related to their willingness and ability to act as well as to actual taking action. Therefore our study confirms that green consumer values have positive influence on pro- environmental behaviour. Hence, including green consumer values within the education process would have positive impact on environmental actions and pro-environmental behaviour. Paper offers implications that can be used in approaching and educating Generation Z on the impact they have on the environment.
Generation Z ; Green Values ; Pro-environmental Behaviour
Sažetak rada je objavljen i u Zborniku sažetaka, ISBN: 978-953-7842-16-1.
nije evidentirano
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Podaci o prilogu
188-202.
2013.
nije evidentirano
objavljeno
978-953-7842-18-5
Podaci o matičnoj publikaciji
23rd Cromar congress: Marketing in a dynamic environment - academic and practical insights, Congress proceedings
Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina
Lovran: Faculty of Tourism and Hospitality Management in Opatija, University of Rijeka ; CROMAR
Podaci o skupu
23rd CROMAR Congress Marketing in a Dynamic Environment – Academic and Practical Insights
predavanje
24.10.2013-26.10.2013
Opatija, Hrvatska