Willingness to pay more for green products: A critical challenge for Gen Z

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dc.contributor.authorLopes, João M.
dc.contributor.authorGomes, Sofia
dc.contributor.authorNogueira, Sónia
dc.date.accessioned2023-01-25T14:29:42Z
dc.date.available2023-01-25T14:29:42Z
dc.date.issued2023-01-17
dc.description.abstractDigital natives, with a sense of equality, social justice and environmental awareness, young people from Generation Z value money more than previous generations and, as such, are conscientious in their consumption choices. The consumption of greener products can contribute to achieving the sustainability goals imposed on societies. The study explores the determinants of Generation Z youth’s demand for green products and how they influence their willingness to pay more. A quantitative analysis was carried out through a questionnaire in which 927 Portuguese Generation Z consumers of green products participated. First, a descriptive statistical analysis was carried out. Then the Partial Least Square method was applied to explore the relationship between the determinants of demand for green products and the willingness to pay more for them. The results showed that environmental concerns, green future estimation and green perceived quality are potential determinants of Generation Z’s consumption of green products and positively influence willingness to pay more for green products. Green perceived benefits have the effect put. This study presents the first evidence of how environmental concerns, future green vision, green perceived quality and green benefits by young Portuguese Generation Z consumers can influence the willingness to pay more for green products. It also demonstrates how green products can be used as signals.pt_PT
dc.identifier.citationGomes, 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), 1-8. https://doi.org/10.1016/j.jclepro.2023.136092. Repositório Institucional UPT. http://hdl.handle.net/11328/4664pt_PT
dc.identifier.doi10.1016/j.jclepro.2023.136092pt_PT
dc.identifier.issn0959-6526 (Print)
dc.identifier.urihttp://hdl.handle.net/11328/4664
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherElsevierpt_PT
dc.rightsopen accesspt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/pt_PT
dc.subjectGeneration Zpt_PT
dc.subjectEnvironmental concernspt_PT
dc.subjectGreen future estimationpt_PT
dc.subjectGreen perceived benefitspt_PT
dc.subjectSignalling theorypt_PT
dc.subjectGreen perceived qualitypt_PT
dc.titleWillingness to pay more for green products: A critical challenge for Gen Zpt_PT
dc.typejournal articlept_PT
degois.publication.firstPage1pt_PT
degois.publication.issue136092pt_PT
degois.publication.lastPage8pt_PT
degois.publication.titleJournal of Cleaner Productionpt_PT
degois.publication.volume390pt_PT
dspace.entity.typePublicationen
person.affiliation.nameREMIT - Research on Economics, Management and Information Technologies
person.affiliation.nameREMIT – Research on Economics, Management and Information Technologies
person.familyNameGomes
person.familyNameNogueira
person.givenNameSofia
person.givenNameSónia
person.identifier.ciencia-idB415-29D7-EC1A
person.identifier.ciencia-idF910-030F-3361
person.identifier.orcid0000-0002-0326-0655
person.identifier.orcid0000-0001-7959-3838
person.identifier.ridAAX-9149- 2021
person.identifier.scopus-author-id36983012600
person.identifier.scopus-author-id56019348100
relation.isAuthorOfPublication05ebcd91-a47c-4480-bf6a-7865f2014dc2
relation.isAuthorOfPublicationc379a4a3-a42d-4782-be9b-0e4fa8933556
relation.isAuthorOfPublication.latestForDiscovery05ebcd91-a47c-4480-bf6a-7865f2014dc2

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