Exploring Ethical Consumption of Generation Z

Dr. Elmira Djafarova, Northumbria University

This study explored the factors that encourage Generation Z consumers to turn an ethical purchase intention into purchase behavior.  Research findings show that Generation Z has strong awareness and desire towards ethical and environmental issues. Driven in the main by the cohorts unlimited exposure to social media platforms and online resources where information is shared. Generation Z’s frugality limits them to purchase truly ethically in their current life stage. Financial aspirations from this target market suggest a future desire to purchase high value ethical items. Further trends discovered highlighted sustainable lifestyle choices within the generation. Recycling, diet choices and reduced consumption on clothing were expressed. The paper highlights that Generation Z are aware of ethical issues prevalent in society and are doing what they can at this life stage to make a positive impact.

About the speaker:

Dr Elmira Djafarova is an Associate Professor in Marketing at Newcastle Business School. Elmira’s research areas include marketing communication strategies, social media effectiveness, digital influencers and Generation Z behavior. Her recent publications explore social media and its effect on human behavior and interaction. Elmira published her research work in a range of high-profile journals, including Consumers in Human Behavior, Information, Technology and People, and Journal of Advertising Research. Her most well-known paper is on the impact of micro celebrities on purchase decisions of young women and has been recognized as seminal work within digital influencer literature with over 3160 Google Scholar citations.