Are Generation Z Ethical Consumers?

Abstract

Increased awareness about global warming, recycling, and using paper rather than plastic straws can be seen as ethical consumer behaviour. Are Generation Z involved in this? These consumers are sophisticated and technologically prepared for different types of actions to protect rights, but sales trends of ethical products and services do not record significant growth and participation in the total consumption. Therefore, declared intentions may not be aligned to subsequent behaviours. Much research has been reliant on models based on Ajzen’s Theory of Planned Behaviour. Types of ethical consumption include: boycotts (such as aerosols); positive buying (such as ‘fair-trade’); fully screened (‘green’ consumers); relationship purchasing (such as leaving unnecessary packaging at the supermarket); anti-consumerism/sustainable consumerism (cycling, electric cars). These can range from small scale to huge impacts. Harrison et al. (2005) identified seven factors in the rise of ethical consumerism: globalisation of the markets; the rise of transnational corporations; the rise of single-issue pressure groups; technological change; a shift in market power towards consumers; the effectiveness of market campaigns; and corporate accountability. However, the main ethical consumer trends mainly seem to only be within food and drinks (‘fair-trade’ items, organic food), and small declines in consumption of cheap clothing from ‘sweat shops’. Are Generation Z just paying ‘lip service’ to ethical consumerism, or is it that not enough information is given by companies to enable an informed choice?