What drives green and sustainable purchase behaviours? An empirical analysis between different generations

The aim of this paper is to test the effect of perceived consumer effectiveness (PCE), collectivism (Collect), environmental concerns (Econc), and environmental citizenship (EC) on green and sustainable purchase behaviours. In addition, the study attempts to verify whether there are differences in the above-mentioned relationships between various generations of individuals. In this context, while previous studies investigated the antecedents of green and sustainable purchase behaviours, little is known about the role of these antecedents in different generations. Using a survey approach involving three samples of specific generations (X, Y, and Z), and testing several hypotheses through OLS regression models, the paper finds that age, PCE, EC, and Econc have a positive impact on green and sustainable purchases, and that there are no significant differences between different generations. This allows to extend previous theories and to suggest managerial implications aimed at stimulating green and sustainable purchases.