Exploring the antecedents of green and sustainable purchase behaviour: A comparison among different generations

Abstract This paper investigates whether generation matters in the intention to buy green and sustainable products and, simultaneously, examines the antecedents of green and sustainable buying behaviour among three different generational cohorts (X, Y, and Z). By doing this, the present paper fills the gap regarding studies addressing the relationships between age and sustainable behaviour which have not included actual green and sustainable buying intention, along with the gap regarding studies only focussing on one or two (X and Y) generational cohorts. Drawing on the generational cohort theory, and by using a survey approach involving three samples of specific generations (X, Y, and Z), as well as by…