engleski

Developing green attitudes among young consumers – Ensuring environmentally friendly behaviour

Values formed in the early ages guide individuals through the decision making process. Past research has indicated that the relationship of values to behaviours should be investigated in the context of mediating variables such as attitudes. In this study we explore which of the proposed basic values, i.e. universalism, benevolence, traditionalism and materialism shape Generation Z’s environmental attitudes and how these affect environmentally friendly behaviour. We present the results of a study conducted among 363 pupils from Croatia born after 1996. The findings confirmed that certain general values, such as universalism and benevolence positively influence green attitudes whereas materialism had a negative effect on green attitudes. The adoption of green attitudes positively affects the willingness and the ability to act in an environmentally friendly manner which in turn both positively affects the environmentally friendly actions among pupils. The findings of the study have important implications for education policy makers as attitudes and values can be refined and shaped in early ages through educational system. Therefore, we stress out the importance of formulating appropriate actions towards increasing pupils green attitudes to enhance environmental sensitivity among these future citizens.

green attitudes, young consumers, environmental behaviour

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