Young consumers sustainable consumption behavior: A multi-country analysis between Germany and Colombia

Journal title RIVISTA DI STUDI SULLA SOSTENIBILITA'
Author/s Ana Maria Parente-Laverde, Alexander Tabares, Hanaa Ryari
Publishing Year 2025 Issue 2025/2
Language English Pages 25 P. 175-199 File size 0 KB
DOI 10.3280/riss2025oa20019
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<p>This study aims to investigate the Sustainable Consumption Behaviors (SCB) of young consumers in two contrasting countries: Germany and Colombia. A quantitative research design was employed to gather data from 326 young undergraduate students. Using a self-report scale based on Quoquab et al. (2019) scale. The findings reveal that consumers in Colombia demonstrate a higher concern for quality of life, environmental well-being, and the well-being of future generations compared to their German counterparts. This research shows that emerging market companies should promote sustainable products to build on existing positive attitudes. In contrast, in developed countries, companies need to invest more in education and awareness efforts to emphasize the importance of sustainability.</p>

Keywords: Sustainable Consumption Behavior;Young Consumers;Consumer Behavior;Cross-Cultural Analysis;Relative Deprivation Theory

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Ana Maria Parente-Laverde, Alexander Tabares, Hanaa Ryari , Young consumers sustainable consumption behavior: A multi-country analysis between Germany and Colombia in "RIVISTA DI STUDI SULLA SOSTENIBILITA'" 2/2025, pp 175-199, DOI: 10.3280/riss2025oa20019