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

Titolo Rivista RIVISTA DI STUDI SULLA SOSTENIBILITA'
Autori/Curatori Ana Maria Parente-Laverde, Alexander Tabares, Hanaa Ryari
Anno di pubblicazione 2025 Fascicolo 2025/2
Lingua Inglese Numero pagine 25 P. 175-199 Dimensione file 0 KB
DOI 10.3280/riss2025oa20019
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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.

Parole chiave:Sustainable Consumption Behavior;Young Consumers;Consumer Behavior;Cross-Cultural Analysi;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