The impact of sustainable initiatives on Generation Z consumers’ behaviour: A serial mediation analysis

Joseph Akanyako; Leticia Amana; Samuel Adadi Akapule

doi:10.51867/AQSSR.2.4.52

Authors

Joseph Akanyako Bolgatana Technical University, Ghana Author https://orcid.org/0009-0007-8536-5525
Leticia Amana Bolgatana Technical University, Ghana Author https://orcid.org/0009-0009-6152-7547
Samuel Adadi Akapule Bolgatana Technical University, Ghana Author https://orcid.org/0009-0008-6641-0965

DOI:

https://doi.org/10.51867/AQSSR.2.4.52

Keywords:

Ethical Marketing, Gen Z, Serial Mediation, Sustainable Initiatives, Theory of Planned Behaviour

Abstract

Generation Z's awareness of environmental issues has risen high of late, necessitating businesses to strategise to meet the values of GZ. This study, therefore, is intended to examine the impact of sustainable initiatives on Gen Z consumer behaviour and the mediating role of ethical and perceived marketing strategies. The Theory of Planned Behaviour serves as the anchor for the study. A quantitative method was employed for the study. A simple random sampling technique was used to select 120 respondents who are students and fall within the age group of 15 to 35 years for the study. Partial least squares Structural equation modelling (SmartPLS4) was used to analyse the data. The structural model shows significant paths: SUS → EM (β = 0.570, p<0.01), SUS → PMS (β = 0.289, p<0.01), PMS → GZ (β = 0.538, p<0.01), and EM → PMS (β = 0.497, p<0.01), while EM → GZ is positive but not significant (β = 0.156, p = 0.122). Findings support the predictive power and practical relevance of the model, offering valuable insights for policymakers and managers aiming to enhance sustainable consumer engagement among Generation Z. Also, ethical marketing and perceived marketing strategies serially mediate sustainable initiatives and Gen Z consumer behaviour, underscoring their importance for corporate marketing decisions. The Q²predict revealed that both EM and PMS had the same predictive power (0.294) in influencing the dependent variable (GZ). However, EM had a less comparable MAE (0.615) to PMS (0.680), indicating EM’s superiority in terms of predictive power. The PLS predictive performance revealed that both EM and PMS had predictive power in influencing the dependent variable (GZ); however, EM was found to be superior in terms of its predictive power. The study suggests practical contributions and implications for corporate business management to integrate ethical and marketing strategies in a sustainability drive.

References

Abad-Segura, E., Cortés-García, F. J., & Belmonte-Ureña, L. J. (2019). The sustainable approach to corporate social responsibility: A global analysis and future trends. Sustainability, 11(19), 5382. https://doi.org/10.3390/su11195382 DOI: https://doi.org/10.3390/su11195382

Abdulsalam, T. A., & Tajudeen, R. B. (2024). Are skincare brands turning Gen Z's loyalty into profitable ventures in Africa? A PLS-SEM analysis of deceptive marketing practices on consumer behaviour. ABUAD Journal of Social and Management Sciences, 5(1), 47-75. https://doi.org/10.53982/ajsms.2024.0501.03-j DOI: https://doi.org/10.53982/ajsms.2024.0501.03-j

Adriana-Camelia, B. (2015). Next generations of consumers-challenges and opportunities for brands. Вісник Киiвського нацiонального унiверситету iм. Тараса Шевченка. Серiя: Економiка, 6(171), 6-10. https://doi.org/10.17721/1728-2667.2015/171-6/1 DOI: https://doi.org/10.17721/1728-2667.2015/171-6/1

Agu, E. E., Iyelolu, T. V., Idemudia, C., & Ijomah, T. I. (2024). Exploring the relationship between sustainable business practices and increased brand loyalty. International Journal of Management & Entrepreneurship Research, 6(8), 2463-2475. https://doi.org/10.51594/ijmer.v6i8.1365 DOI: https://doi.org/10.51594/ijmer.v6i8.1365

Ahmed, A., & Ahmed, U. (2025). Ethical marketing practices: Building trust and authenticity. In Eurasian Research Institute (Ed.), Strategic marketing tactics: Developing your competitive edge in today's market (pp. 292-313). GBP Publications Ltd.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T DOI: https://doi.org/10.1016/0749-5978(91)90020-T

Alhouti, S., Johnson, C. M., & Holloway, B. B. (2016). Corporate social responsibility authenticity: Investigating its antecedents and outcomes. Journal of Business Research, 69(3), 1242-1249.

https://doi.org/10.1016/j.jbusres.2015.09.007 DOI: https://doi.org/10.1016/j.jbusres.2015.09.007

Ali, M., Ullah, S., Ahmad, M. S., Cheok, M. Y., & Alenezi, H. (2023). Assessing the impact of green consumption behavior and green purchase intention among millennials toward a sustainable environment. Environmental Science and Pollution Research, 30(9), 23335-23347. https://doi.org/10.1007/s11356-022-23811-1 DOI: https://doi.org/10.1007/s11356-022-23811-1

Aliraj, F., & Halemariam Fishale, S. (2025). Consumer behaviour: A qualitative study on perception of luxury fashion brands' CSR-focused sustainability marketing by millennials in Sweden, and its influence on their purchasing decisions [Dissertation]. https://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-68936

Al-sharouf, D., & Naesae, N. (2022). Green or greenwashed? Gen Z's perception of the credibility of green marketing in the fast. Interactive Marketing, 13(2), 142-161.

Andhini, G. K., & Andanawarih, F. Q. (2022). The importance of brand stories towards brand perception and purchase intention in Gen Z Indonesians. Journal The Winners, 23(2), 143-152. https://doi.org/10.21512/tw.v23i2.7481 DOI: https://doi.org/10.21512/tw.v23i2.7481

Anuradha, A., Shilpa, R., Thirupathi, M., Padmapriya, S., Supramaniam, G., Booshan, B., ... & Thangam, D. (2023). Importance of sustainable marketing initiatives for supporting the sustainable development goals. In Handbook of research on achieving sustainable development goals with sustainable marketing (pp. 149-169). IGI Global. https://doi.org/10.4018/978-1-6684-8681-8.ch008 DOI: https://doi.org/10.4018/978-1-6684-8681-8.ch008

Aripin, Z., Ichwanudin, W., & Faisal, I. (2023). Brand sustainability strategy development: The role of social media marketing and marketing management. KRIEZ Academy: Journal of Development and Community Service, 1(1), 39-49.

Ayuni, R. F. (2019). The online shopping habits and e-loyalty of Gen Z as natives in the digital era. Journal of Indonesian Economy and Business, 34(2), 168. https://doi.org/10.22146/jieb.39848 DOI: https://doi.org/10.22146/jieb.39848

Bergstrand, D., & Åradsson, F. (2024). The impact of transparency, environmental sustainability, and ethical practices in marketing: Shaping Swedish Gen Z's attitudes towards fast fashion brands. Linnéuniversitetet Kalmar.

Bezbaruah, S., & Trivedi, J. (2020). Branded content: A bridge building Gen Z's consumer-brand relationship. Vision, 24(3), 300-309. https://doi.org/10.1177/0972262920930167 DOI: https://doi.org/10.1177/0972262920930167

Black, A., Asadorian, D., & Dunnett, H. (2017). 8 key truths about generation Z. Research World, 2017(67), 12-14. https://doi.org/10.1002/rwm3.20587 DOI: https://doi.org/10.1002/rwm3.20587

Blok, V., Long, T. B., Gaziulusoy, A. I., Ciliz, N., Lozano, R., Huisingh, D., ... & Boks, C. (2015). From best practices to bridges for a more sustainable future: Advances and challenges in the transition to global sustainable production and consumption: Introduction to the ERSCP stream of the special volume. Journal of Cleaner Production, 108, 19-30. https://doi.org/10.1016/j.jclepro.2015.04.119 DOI: https://doi.org/10.1016/j.jclepro.2015.04.119

Bloomfield, J., & Fisher, M. J. (2019). Quantitative research design. Journal of the Australasian Rehabilitation Nurses Association, 22(2), 27-30. https://doi.org/10.33235/jarna.22.2.27-30 DOI: https://doi.org/10.33235/jarna.22.2.27-30

Bocken, N. M., & Short, S. W. (2021). Unsustainable business models-Recognising and resolving institutionalised social and environmental harm. Journal of Cleaner Production, 312, 127828. https://doi.org/10.1016/j.jclepro.2021.127828 DOI: https://doi.org/10.1016/j.jclepro.2021.127828

Bonera, M., Miniero, G., & Codini, A. P. (2023). Generation Z: Values and motivations fostering ethical consumption. Micro & Macro Marketing, 32(1), 121-146.

Brand, B. M., Rausch, T. M., & Brandel, J. (2022). The importance of sustainability aspects when purchasing online: Comparing Generation X and Generation Z. Sustainability, 14(9), 5689. https://doi.org/10.3390/su14095689 DOI: https://doi.org/10.3390/su14095689

Briggs, E., & Briggs, E. (2022). Gen Z is extremely online. Morning Consult.

Cagnin, N., & Nicolas, M. (2022). Generation Z and brand loyalty: The influence of Gen Z-specific expectations on attitudinal and behavioural loyalty. diva-portal.org.

Calatayud Salinas, E. (2021). Sustainable marketing strategies: Understanding Generation Z's expectations of food business in Spain (Doctoral dissertation, Universitat Politècnica de València).

Chaturvedi, P., Kulshreshtha, K., & Tripathi, V. (2020). Investigating the determinants of behavioral intentions of Generation Z for recycled clothing: Evidence from a developing economy. Young Consumers, 21(4), 403-417. https://doi.org/10.1108/YC-03-2020-1110 DOI: https://doi.org/10.1108/YC-03-2020-1110

Chatzopoulou, E., & de Kiewiet, A. (2021). Millennials' evaluation of corporate social responsibility: The wants and needs of the largest and most ethical generation. Journal of Consumer Behaviour, 20(3), 521-534. https://doi.org/10.1002/cb.1882 DOI: https://doi.org/10.1002/cb.1882

Cohen, J. (1992). A power primer. Psychological Bulletin, 112(1), 155-159. https://doi.org/10.1037/0033-2909.112.1.155 DOI: https://doi.org/10.1037/0033-2909.112.1.155

Confetto, M. G., Covucci, C., Addeo, F., & Normando, M. (2023). Sustainability advocacy antecedents: How social media content influences sustainable behaviours among Generation Z. Journal of Consumer Marketing, 40(6), 758-774. https://doi.org/10.1108/JCM-11-2021-5038 DOI: https://doi.org/10.1108/JCM-11-2021-5038

Da Fonseca, H. (2023). Exploring the role of social media influencers and brand ambassadors in influencing purchase intention (Master's thesis, University of the Witwatersrand, Johannesburg, South Africa).

Dabija, D. C., Bejan, B. M., & Dinu, V. (2019). How sustainability-oriented is Generation Z in retail? A literature review. Transformations in Business & Economics, 18(2), 140.

Dewalska-Opitek, A., & Witczak, O. (2023). Generation Z as consumers-Contemporary relationship challenges. Zeszyty Naukowe Akademii Górnośląskiej, 4, 53-61.

Djafarova, E., & Foots, S. (2022). Exploring ethical consumption of Generation Z: Theory of planned behaviour. Young Consumers, 23(3), 413-431. https://doi.org/10.1108/YC-10-2021-1405 DOI: https://doi.org/10.1108/YC-10-2021-1405

Dragolea, L. L., Butnaru, G. I., Kot, S., Zamfir, C. G., Nuţă, A. C., Nuţă, F. M., & Ştefănică, M. (2023). Determining factors in shaping the sustainable behavior of the Generation Z consumer. Frontiers in Environmental Science, 11, 1096183. https://doi.org/10.3389/fenvs.2023.1096183 DOI: https://doi.org/10.3389/fenvs.2023.1096183

Elgammal, I., Ghanem, M., & Al-Modaf, O. (2024). Sustainable purchasing behaviors in Generation Z: The role of social identity and behavioral intentions in the Saudi context. Sustainability, 16(11), 4478.

https://doi.org/10.3390/su16114478 DOI: https://doi.org/10.3390/su16114478

Fathinasari, A. A., Purnomo, H., & Leksono, P. Y. (2023). Analysis of the study of digital marketing potential on product purchase decisions in Generation Z. Open Access Indonesia Journal of Social Sciences, 6(5), 1075-1082. https://doi.org/10.37275/oaijss.v6i5.174 DOI: https://doi.org/10.37275/oaijss.v6i5.174

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312; https://doi.org/10.1177/002224378101800104 DOI: https://doi.org/10.1177/002224378101800104

Francis, T., & Hoefel, F. (2018). True Gen': Generation Z and its implications for companies. McKinsey & Company, 12(2), 1-10.

Fraser, J. R., Chung, M., & Cheon, H. J. (2023). Ethical consumption in the digital age: Analyzing benefit types, temporal distance, and normative factors for Gen Z. Global Business & Finance Review, 28(3), 50-67. https://doi.org/10.17549/gbfr.2023.28.3.50 DOI: https://doi.org/10.17549/gbfr.2023.28.3.50

Ghouse, S. M., Shekhar, R., & Chaudhary, M. (2024). Sustainable choices of Gen Y and Gen Z: Exploring green horizons. Management & Sustainability: An Arab Review, 4(3), 533-559. https://doi.org/10.1108/MSAR-04-2024-0018 DOI: https://doi.org/10.1108/MSAR-04-2024-0018

Gleim, M. R., McCullough, H., Sreen, N., & Pant, L. G. (2023). Is doing right all that matters in sustainability marketing? The role of fit in sustainable marketing strategies. Journal of Retailing and Consumer Services, 70, 103124. https://doi.org/10.1016/j.jretconser.2022.103124 DOI: https://doi.org/10.1016/j.jretconser.2022.103124

Gomes, S., Lopes, J. M., & Nogueira, S. (2023). Willingness to pay more for green products: A critical challenge for Gen Z. Journal of Cleaner Production, 390, 136092. https://doi.org/10.1016/j.jclepro.2023.136092 DOI: https://doi.org/10.1016/j.jclepro.2023.136092

Gutfreund, J. (2016). Move over, Millennials: Generation Z is changing the consumer landscape. Journal of Brand Strategy, 5(3), 245-249. https://doi.org/10.69554/KAHI1951 DOI: https://doi.org/10.69554/KAHI1951

Habibi, A., & Susanti, Y. (2025). Determining the perception of ease of use, perception of benefits, and trust in purchasing decisions in Shopee e-commerce according to Islamic business perspective (Study on Generation Z of Shopee users in Bandar Lampung). Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien), 5(02), 443-456.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). SAGE Publications. https://doi.org/10.3926/oss.37 DOI: https://doi.org/10.3926/oss.37

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8 DOI: https://doi.org/10.1007/s11747-014-0403-8

Hickman, C., Marks, E., Pihkala, P., Clayton, S., Lewandowski, R. E., Mayall, E. E., & Van Susteren, L. (2021). Climate anxiety in children and young people and their beliefs about government responses to climate change: A global survey. The Lancet Planetary Health, 5(12), e863-e873. https://doi.org/10.1016/S2542-5196(21)00278-3 DOI: https://doi.org/10.1016/S2542-5196(21)00278-3

Hosta, M., & Žabkar, V. (2016). Consumer sustainability and responsibility: Beyond green and ethical consumption. Market-Tržište, 28(2), 143-157. https://doi.org/10.22598/mt/2016.28.2.143

https://doi.org/10.22598/mt/2016.28.2.143 DOI: https://doi.org/10.22598/mt/2016.28.2.143

Hsu, C. C., Tan, K. C., & Mohamad Zailani, S. H. (2016). Strategic orientations, sustainable supply chain initiatives, and reverse logistics: Empirical evidence from an emerging market. International Journal of Operations & Production Management, 36(1), 86-110. https://doi.org/10.1108/IJOA-12-2024-5052 DOI: https://doi.org/10.1108/IJOPM-06-2014-0252

Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic Management Journal, 20(2), 195-204. https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7

https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7 DOI: https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7

Isac, N., Javed, A., Radulescu, M., Cismasu, I. D. L., Yousaf, Z., & Serbu, R. S. (2024). Is greenwashing impacting green brand trust and purchase intentions? Mediating role of environmental knowledge. Environment, Development and Sustainability, 27, 21329-21346. https://doi.org/10.1007/s10668-023-04352-0 DOI: https://doi.org/10.1007/s10668-023-04352-0

Isroni, I., Suharyadi, D., Adhi, S. B., & Irawan, R. (2025). Emotional branding and customer loyalty: Gen Z in Japan and Indonesia. International Journal of Economics and Management Research, 4(1), 758-766. https://doi.org/10.55606/ijemr.v4i1.492 DOI: https://doi.org/10.55606/ijemr.v4i1.492

Jamali, A. F. (2025). Credibility and conscience: The new triggers of Gen Z's purchase behavior. Innovation Science and Technology, 1(6), 170-174.

Jancourt, M. (2020). Gen Z and the workplace: Can we all get along? Corporate Real Estate Journal, 10(1), 41-50. https://doi.org/10.69554/ZIRL5192 DOI: https://doi.org/10.69554/ZIRL5192

Júnior, J. R. D. O., Limongi, R., Lim, W. M., Eastman, J. K., & Kumar, S. (2023). A story to sell: The influence of storytelling on consumers' purchasing behavior. Psychology & Marketing, 40(2), 239-261. https://doi.org/10.1002/mar.21758 DOI: https://doi.org/10.1002/mar.21758

Kara, A., & Min, M. K. (2024). Gen Z consumers' sustainable consumption behaviors: Influencers and moderators. International Journal of Sustainability in Higher Education, 25(1), 124-142. https://doi.org/10.1108/IJSHE-08-2022-0263 DOI: https://doi.org/10.1108/IJSHE-08-2022-0263

Khandare, D. M. (2024). Green supply chain management: Strategies for eco-friendly business practices. Journal of Advanced Zoology, 45(S-4), 215-223. https://doi.org/10.53555/jaz.v45iS4.4187 DOI: https://doi.org/10.53555/jaz.v45iS4.4187

Khotimah, K. (2024). Exploring the influence of sustainability marketing management on brand loyalty among Generation Z. Jurnal Ekonomi, 13(04), 1596-1601.

Kirnosova, M. (2021). Authenticity of brands in the marketing commodity policy of the enterprise. VUZF Review, 6(3), 78. https://doi.org/10.38188/2534-9228.21.3.09 DOI: https://doi.org/10.38188/2534-9228.21.3.09

Kokkinopoulou, E., Papasolomou, I., Porcu, L., & Vrontis, D. (2025). Exploring the impact of online co-creation on eudemonic well-being and sustainable fashion choices among Generation Z. EuroMed Journal of Business. https://doi.org/10.1108/EMJB-12-2024-0356 DOI: https://doi.org/10.1108/EMJB-12-2024-0356

Kumar, V., Rahman, Z., Kazmi, A. A., & Goyal, P. (2012). Evolution of sustainability as marketing strategy: Beginning of a new era. Procedia-Social and Behavioral Sciences, 37, 482-489. https://doi.org/10.1016/j.sbspro.2012.03.313 DOI: https://doi.org/10.1016/j.sbspro.2012.03.313

Kushwaha, B. P. (2021). Paradigm shift in traditional lifestyle to digital lifestyle in Gen Z: A conception of consumer behaviour in the virtual business world. International Journal of Web-Based Communities, 17(4), 305-320. https://doi.org/10.1504/IJWBC.2021.119472 DOI: https://doi.org/10.1504/IJWBC.2021.119472

Lee, S. H., & Huang, R. (2020). Exploring the motives for online fashion renting: Insights from social retailing to sustainability. Sustainability, 12(18), 7610. https://doi.org/10.3390/su12187610 DOI: https://doi.org/10.3390/su12187610

Liang, J., Li, J., & Lei, Q. (2022). Exploring the influence of environmental values on green consumption behavior of apparel: A chain multiple mediation model among Chinese Generation Z. Sustainability, 14(19), 12850. https://doi.org/10.3390/su141912850 DOI: https://doi.org/10.3390/su141912850

Mahapatra, G. P., Bhullar, N., & Gupta, P. (2022). Gen Z: An emerging phenomenon. NHRD Network Journal, 15(2), 246-256. https://doi.org/10.1177/26314541221077137 DOI: https://doi.org/10.1177/26314541221077137

McDonald, S., & Oates, C. J. (2006). Sustainability: Consumer perceptions and marketing strategies. Business Strategy and the Environment, 15(3), 157-170. https://doi.org/10.1002/bse.524 DOI: https://doi.org/10.1002/bse.524

McKeever, V. (2020, November 20). Gen Z incomes predicted to beat millennials in 10 years and be 'most disruptive generation ever'. CNBC. https://www.cnbc.com/2020/11/20/gen-z-incomes-predicted-to-beat-millennials-in-10-years.html

Mitchell, B. (2019). Generation Z & consumer trends in environmental packaging.

Mukonza, C., & Swarts, I. (2020). The influence of green marketing strategies on business performance and corporate image in the retail sector. Business Strategy and the Environment, 29(3), 838-845. https://doi.org/10.1002/bse.2401 DOI: https://doi.org/10.1002/bse.2401

Narayanan, S. (2022). Does Generation Z value and reward corporate social responsibility practices? Journal of Marketing Management, 38(9-10), 903-937. https://doi.org/10.1080/0267257X.2022.2070654 DOI: https://doi.org/10.1080/0267257X.2022.2070654

Ngah, R., Azizan, N. A., Kadir, M. A. B. A., Thuraisamy, R., Mohamad, Z., & Danila, N. (2021). Exploring antecedents of online purchasing behavioral intention of Generation Z: An integrated model of four theories. Malaysian Journal of Consumer and Family Economics, 27(1), 1-24.

Ngo, T. T. A., Vo, C. H., Tran, N. L., Nguyen, K. V., Tran, T. D., & Trinh, Y. N. (2024). Factors influencing Generation Z's intention to purchase sustainable clothing products in Vietnam. PLOS ONE, 19(12), e0315502. https://doi.org/10.1371/journal.pone.0315502 DOI: https://doi.org/10.1371/journal.pone.0315502

Panigrahi, S. S., Bahinipati, B., & Jain, V. (2019). Sustainable supply chain management: A review of literature and implications for future research. Management of Environmental Quality: An International Journal, 30(5), 1001-1049. https://doi.org/10.1108/MEQ-01-2018-0003 DOI: https://doi.org/10.1108/MEQ-01-2018-0003

Panopoulos, A., Poulis, A., Theodoridis, P., & Kalampakas, A. (2022). Influencing green purchase intention through eco labels and user-generated content. Sustainability, 15(1), 764.

https://doi.org/10.3390/su15010764 DOI: https://doi.org/10.3390/su15010764

Parris, D. L., Dapko, J. L., Arnold, R. W., & Arnold, D. (2016). Exploring transparency: A new framework for responsible business management. Management Decision, 54(1), 222-247. https://doi.org/10.1108/MD-07-2015-0279 DOI: https://doi.org/10.1108/MD-07-2015-0279

Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374-381. https://doi.org/10.1016/j.chb.2017.01.058 DOI: https://doi.org/10.1016/j.chb.2017.01.058

Sajid, M., Zakkariya, K. A., Suki, N. M., & Islam, J. U. (2024). When going green goes wrong: The effects of greenwashing on brand avoidance and negative word-of-mouth. Journal of Retailing and Consumer Services, 78, 103773. https://doi.org/10.1016/j.jretconser.2024.103773 DOI: https://doi.org/10.1016/j.jretconser.2024.103773

Satybaldiyeva, D., Tymbayeva, Z., Kakitayeva, Z., & Kazhmuratova, A. (2024). Evaluating the feasibility of sustainable consumer behavior among Generation Z youth in Almaty. Eurasian Journal of Economic and Business Studies, 68(4), 5-17. https://doi.org/10.47703/ejebs.v68i4.428 DOI: https://doi.org/10.47703/ejebs.v68i4.428

Sekaran, U., & Bougie, R. (2019). Research methods for business: A skill-building approach. John Wiley & Sons.

Shetty, A. S., Venkataramaiah, N. B., & Anand, K. (2019). Brand activism and millennials: An empirical investigation into the perception of millennials towards brand activism. Problems and Perspectives in Management, 17(4), 163. https://doi.org/10.21511/ppm.17(4).2019.14 DOI: https://doi.org/10.21511/ppm.17(4).2019.14

Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J. H., Ting, H., Vaithilingam, S., & Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: Guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322-2347. https://doi.org/10.1108/EJM-02-2019-0189 DOI: https://doi.org/10.1108/EJM-02-2019-0189

Song, Y., Qin, Z., & Qin, Z. (2020). Green marketing to Gen Z consumers in China: Examining the mediating factors of an eco-label-informed purchase. SAGE Open, 10(4), 2158244020963573. https://doi.org/10.1177/2158244020963573 DOI: https://doi.org/10.1177/2158244020963573

Sujanska, L., & Nadanyiova, M. (2023). Sustainable marketing and its impact on the image of the company. Marketing i menedžment innovacij, 14(2), 51-57. https://doi.org/10.21272/mmi.2023.2-06 DOI: https://doi.org/10.21272/mmi.2023.2-06

Tang, C. S., & Zhou, S. (2012). Research advances in environmentally and socially sustainable operations. European Journal of Operational Research, 223(3), 585-594. https://doi.org/10.1016/j.ejor.2012.07.030 DOI: https://doi.org/10.1016/j.ejor.2012.07.030

Tata, E., Sharrock, M., & Westerlaken, R. (2023). Generation Z consumer behaviour and hotel branding: Exploring the role of values, corporate identity and trust. Research in Hospitality Management, 13(1), 63-68. https://doi.org/10.1080/22243534.2023.2239585 DOI: https://doi.org/10.1080/22243534.2023.2239585

Theocharis, D., & Tsekouropoulos, G. (2025). Sustainable consumption and branding for Gen Z: How brand dimensions influence consumer behavior and adoption of newly launched technological products. Sustainability, 17(9), 4124. https://doi.org/10.3390/su17094124 DOI: https://doi.org/10.3390/su17094124

Tran, K., Nguyen, T., Tran, Y., Nguyen, A., Luu, K., & Nguyen, Y. (2022). Eco-friendly fashion among Generation Z: Mixed-methods study on price value image, customer fulfillment, and pro-environmental behavior. PLOS ONE, 17(8), e0272789. https://doi.org/10.1371/journal.pone.0272789 DOI: https://doi.org/10.1371/journal.pone.0272789

Trudel, R. (2019). Sustainable consumer behavior. Consumer Psychology Review, 2(1), 85-96.

https://doi.org/10.1002/arcp.1045 DOI: https://doi.org/10.1002/arcp.1045

Turčić, I. (2022). Investigating social entrepreneurial intentions of Generation Z: Do gender and parental role models make a difference? International Journal of Contemporary Business and Entrepreneurship, 3(1), 19-35. https://doi.org/10.47954/ijcbe.3.1.3 DOI: https://doi.org/10.47954/ijcbe.3.1.3

Turner, A. (2015). Generation Z: Technology and social interest. The Journal of Individual Psychology, 71(2), 103-113. https://doi.org/10.1353/jip.2015.0021 DOI: https://doi.org/10.1353/jip.2015.0021

Uche, S. C. (2018). Generation Z and corporate social responsibility (Master's thesis, Syracuse University).

Van den Bergh, J., & Pallini, K. (2018). Marketing to Generation Z. Research World, 2018(70), 18-23. https://doi.org/10.1002/rwm3.20660 DOI: https://doi.org/10.1002/rwm3.20660

Varadarajan, R. (2017). Innovating for sustainability: A framework for sustainable innovations and a model of sustainable innovations orientation. Journal of the Academy of Marketing Science, 45(1), 14-36.

https://doi.org/10.1007/s11747-015-0461-6 DOI: https://doi.org/10.1007/s11747-015-0461-6

Verma, D., Bhardwaj, R., & Sachan, R. (2019). The characteristic behavioural traits of Generation: A study in rural demography, set up in India, Sonbhadra, UP. Journal of Management, 6(1), 55-61. https://doi.org/10.34218/JOM.6.1.2019.006 DOI: https://doi.org/10.34218/JOM.6.1.2019.006

Wandhe, D. P. (2024). The new generation: Understanding millennials and Gen Z. SSRN. https://ssrn.com/abstract=4716585; https://doi.org/10.2139/ssrn.4716585 DOI: https://doi.org/10.2139/ssrn.4716585

Yin, R. K. (2018). Case study research and applications (5th ed.). Sage.