Willingness to pay more for green products: A critical challenge for Gen Z

Digital natives, with a sense of equality, social justice and environmental awareness, young people from Generation Z value money more than previous generations and, as such, are conscientious in their consumption choices. The consumption of greener products can contribute to achieving the sustainability goals imposed on societies. The study explores the determinants of Generation Z youth's demand for green products and how they influence their willingness to pay more. A quantitative analysis was carried out through a questionnaire in which 927 Portuguese Generation Z consumers of green products participated. First, a descriptive statistical analysis was carried out. Then the Partial Least Square method was…

• N-
  NECE - Research Center in Business Sciences, University of Beira Interior
• FP
  Fundação para a Ciência e a Tecnologia

  Award: UIDB/04630/2020