A Combined Explanatory Model of Factors Affecting Sustainable Consumer Behavior of Generation Z Using a Mixed-Methods Approach

Document Type : Research Paper

Authors

1 Master's Student in MBA, Ka.C., Islamic Azad University, Karaj, Iran

2 2. Department of Industrial Management, K.a.c , Islamic Azad University, Karaj, Iran

10.30473/ee.2025.74047.2826

Abstract

Nowadays, the critical role of Generation Z in sustainability transformations and their influence on other generations has garnered significant attention in various industries, particularly in marketing. This study aims to explain a combined explanatory model of factors affecting the sustainable consumer behavior of Generation Z using a mixed-methods approach. In the qualitative phase, library research and snowballing techniques were employed based on the guidelines of Sandelowski and Barroso to extract research indicators. The statistical population for this phase consisted of valid scientific articles aligned with the research objectives. A bibliometric sample of 24 peer-reviewed articles was selected based on predefined inclusion and exclusion criteria. The interpretive validity of the study was confirmed according to the guidelines of Sandelowski and Barroso. The EndNote software was used for storing and managing the articles, and the research reliability was verified through comparative evaluation using the Critical Appraisal Skills Program (CASP). In the quantitative phase, field studies were conducted. The research population consisted of Generation Z students in Tehran, who were selected using purposive sampling. A total of 361 valid questionnaires were analyzed. Data collection was performed using a questionnaire, and data analysis was carried out using structural equation modeling (SEM) via SmartPLS software. For validity assessment, convergent validity and the Fornell–Larcker criterion were employed. Reliability was measured using Cronbach's alpha coefficient, which exceeded 0.7 for all dimensions. The results indicated that among the six identified factors, cultural and social factors ranked first, government sustainability policies ranked second, sustainable marketing strategies ranked third, psychological factors ranked fourth, digital technologies ranked fifth, and sustainable lifestyle ranked sixth in terms of their impact on the sustainable consumer behavior of Generation Z.

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Main Subjects

References

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Journals of Environmental Education and Sustainable Development
Volume 14, Issue 2
January 2026
Pages 159-183

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