Hosany, A R S and Serdiuk, K. 2025. Understanding Gen Z Consumers: A Typology of (Un)sustainable Purchases. Psychology & Marketing, ISSN 0742-6046 [Article] (In Press)

Preview	Text Psychology and Marketing - 2025 - Shaheen Hosany - Understanding Gen Z Consumers A Typology of Un sustainable Purchases.pdf - Published Version Available under License Creative Commons Attribution. Download (539kB) | Preview
	Text Gen Z and Environmental Sustainability .pdf - Accepted Version Permissions: Administrator Access Only Download (412kB)

Abstract or Description

Generation Z represents an important and environmentally conscious consumer group. Yet their environmental psychological pre-dispositions often fail to translate into consistent sustainable purchases. Extending neutralization theory, this study examines the psychological mechanisms Gen Z consumers use to rationalize their (un)sustainable actions. Through in-depth interviews and thematic analysis, we identify the relevance of four established neutralization techniques, along with two novel additions: denial of efficacy and denial of proximity. We further introduce a new consumer typology, categorizing Gen Z as Disengaged, Moderates, and Advocates. The three groups differ in terms of the neutralization techniques employed to justify (un)sustainable purchases. The typology offers actionable insights for marketers and policymakers, enabling more effective message framing and the design of interventions that foster sustainable consumption within a prominent consumer group.

Item Type:	Article
Identification Number (DOI):	https://doi.org/10.1002/mar.70013
Data Access Statement:	The data that support the findings of this study are available from the corresponding author upon reasonable request.
Keywords:	consumer typology, Gen Z, neutralization theory, sustainable purchases
Departments, Centres and Research Units:	Institute of Management Studies
Dates:	Date Event 5 July 2025 Accepted 24 July 2025 Published Online
Item ID:	39442
Date Deposited:	26 Aug 2025 13:32
Last Modified:	26 Aug 2025 13:38
Peer Reviewed:	Yes, this version has been peer-reviewed.
URI:	https://research.gold.ac.uk/id/eprint/39442

View statistics for this item...

Edit Record (login required)