Sustainable Consumption Behaviors of Different Generations: A Qualitative Research

IF 7.6 2区管理学 Q1 BUSINESS International Journal of Consumer Studies Pub Date : 2025-04-21 DOI:10.1111/ijcs.70068

Canan Eryiğit, Öznur Özkan Tektaş, Niray Tunçel, Harun Mirac Güneş, Bahtışen Kavak

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Abstract

The current study aims to explore consumers' sustainable consumption behavior (SCB) patterns within the framework of 7Rs, namely Reduce, Reuse, Recycle, Respect, Rethink, Reflect, and Redistribute. Also, the study examined whether SCBs vary among Baby Boomers, Gen-Xs, Gen-Ys, and Gen-Zs. A series of in-depth interviews were conducted with 96 individuals, 24 representing each generation. The data were analyzed using Content Analysis. The analysis results verified the major themes of the 7Rs and revealed related sub-themes. Besides, a novel theme was unveiled and labeled as “Reproduce” as the 8th R, which is also verified for all generations. By investigating the sub-themes of the 8Rs, remarkable intergenerational differences were discovered. This research highlights the variety of understandings underpinning the SCBs among different generations and contributes to the existing literature by expanding the SCBs framework to the 8Rs with a more comprehensive qualitative approach focusing on highly diversified types of sustainable behaviors.

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不同世代的可持续消费行为：定性研究

本研究旨在探讨消费者在 7R 框架内的可持续消费行为（SCB）模式，即减少（Reduce）、重复使用（Reuse）、循环利用（Recycle）、尊重（Respect）、反思（Rethink）、反省（Reflect）和再分配（Redistribute）。此外，研究还探讨了婴儿潮一代、X 代、Y 代和 Z 代的可持续消费行为是否存在差异。研究人员对 96 人进行了一系列深入访谈，每代 24 人。采用内容分析法对数据进行了分析。分析结果验证了 7R 的主要主题，并揭示了相关的次主题。此外，还揭示了一个新主题，并将其标注为第 8 个 R，即 "复制"，这也在所有代际中得到了验证。通过调查 8R 的次主题，发现了显著的代际差异。这项研究强调了不同代际对可持续发展能力建设的不同理解，并通过一种更加全面的定性方法，将可持续发展能力建设框架扩展到 8Rs 中，重点关注高度多样化的可持续行为类型，从而为现有文献做出了贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Consumer Studies BUSINESS-

CiteScore

13.60

自引率

23.20%

发文量

119

期刊介绍： The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.