Pro-environmental behaviours of generation Z: A cross-cultural approach

• Israel Javier Juma Michilena ^[1] ; Maria Eugenia Ruiz Molina ^[1] ; Irene Gil Saura ^[1] ; Sergio Belda Miquel ^[1]
  1. [1] Universitat de València

     Universitat de València

     Valencia, España

     
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 21, Nº. 3, 2024, págs. 1-29
• Idioma: inglés
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• Resumen

  • The mitigation and adaptation strategies to deal with climate change have not been effective so far and we still observe the effects derived from this problem. This paper aims to explore the determinants of individual pro-environmental behaviour of Generation Z, given the relevance of this generational cohort in society. Quantitative research is conducted based on 1050 valid questionnaires from Generation Z Colombian, Mexican and Brazilian citizens. The hypothesised relationships were tested through a structural equation model estimated using the partial least squares (PLS) regression technique. In addition, a multi-group analysis was carried out to examine potential differences among groups of different nationalities. The results support that the Theory of Planned Behaviour (TPB) adequately models human behaviour and that beliefs generate attitude and subsequently behaviour. However, when it comes to environmental issues, other factors such as environmental disaffection, intrinsic motivations and environmental participation are also relevant. From a theoretical point of view, this study proposes an innovative model supported by the literature. Besides, from a practical point of view, it provides an orientation to guide organisational representatives or leaders in climate change mitigation based on behavioural prediction. Finally, the contribution of this study lies in proposing an innovative model that is combined with the TPB to explain a trend of pro-environmental behaviour in generation Z, evaluating it from different perspectives with members of three different nationalities.