Comparación de las actitudes e intenciones en relación a la sostenibilidad entre generaciones y género: una perspectiva de los consumidores de Estados Unidos
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Publicado
19-01-2023
Bridget Satinover Nichols
Jennifer Wehr Holt
https://orcid.org/0000-0003-1756-4112
Jennifer Wehr Holt
Resumen
A medida que las empresas se centran cada vez más en iniciativas relacionadas con la sostenibilidad corporativa y ofrecen más productos relacionados con la sostenibilidad, es necesario evaluar continuamente las actitudes de los consumidores hacia el consumo sostenible y su implicación en él. Además, es necesario determinar si algunas características de los consumidores pueden tipificar su forma de pensar, sentir y comportarse ante iniciativas en materia de sostenibilidad. A partir de una muestra online de 1.250 consumidores de Estados Unidos, la presente investigación utiliza un diseño de sección transversal para examinar si la cohorte generacional y el género ayudan a explicar las variaciones en la forma en que los consumidores reaccionan ante la noción de sostenibilidad. Esta investigación también se centra en la sostenibilidad en la industria alimentaria y de comestibles. Los resultados sugieren que las actitudes hacia la sostenibilidad y el grado en que los consumidores consideran que ésta es importante son más positivos para los consumidores más jóvenes y las mujeres. La generación del Baby Boomer está menos interesada en el consumo sostenible y es menos probable que se deje convencer por las afirmaciones de sostenibilidad. Las principales limitaciones de este estudio residen en que los datos se recogieron únicamente a través de declaraciones de los propios consumidores en Estados Unidos. Para los comercializadores que promueven productos relacionados con la sostenibilidad, estos datos deberían ayudarles a entender mejor los segmentos del mercado estadounidense y a desarrollar iniciativas promocionales más exitosas. Conocer los aspectos de la forma de pensar de las cohortes generacionales sobre la sostenibilidad y cómo pueden tenerla en cuenta a la hora de tomar decisiones de compra debería motivar a los profesionales del marketing a utilizar estas diferencias a la hora de crear su marketing mix. Aunque algunos vendedores se están alejando de las tácticas promocionales basadas en el género, los resultados también sugieren que la segmentación por género podría seguir siendo útil cuando se trata de productos relacionados con la sostenibilidad.
Cómo citar
Satinover Nichols, B., & Wehr Holt, J. (2023). Comparación de las actitudes e intenciones en relación a la sostenibilidad entre generaciones y género: una perspectiva de los consumidores de Estados Unidos. Cuadernos De Gestión, 23(1), 51–62. https://doi.org/10.5295/cdg.211647bs
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Keywords
Sostenibilidad, Comestibles, Triple cuenta de resultados, Teoría de cohortes, Comportamiento del comprador, Actitudes de sostenibilidad
References
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Brough, A. R., Wilkie, J. E., Ma, J., Isaac, M. S. and Gal, D. (2016). Is eco-friendly unmanly? The green-feminine stereotype and its effect on sustainable consumption. Journal of consumer research, 43(4), 567-582.
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Hanss, D. and Böhm, G. (2012). Sustainability seen from the perspective of consumers. International journal of consumer stu-dies, 36(6), 678-687.
Haws, K. L., Winterich, K. P. and Naylor, R. W. (2014). Seeing the world through GREEN-tinted glasses: green consumption values and responses to environmentally friendly products. Journal of consumer psychology, 24(3), 336-354.
Hampl, N. and Loock, M. (2013). Sustainable development in retailing: What is the impact on store choice? Business strategy and the environment, 22(3), 202-216.
Heo, J. and Muralidharan, S. (2019). What triggers young Millennials to purchase eco-friendly products? The interrelationships among knowledge, perceived consumer effectiveness, and environmental concern. Journal of marketing communications, 25(4), 421–437.
Herbes, C., Beuthner, C. and Ramme, I. (2018). Consumer attitudes towards biobased packaging–A cross-cultural comparative stu-dy. Journal of cleaner production, 194, 203-218.
Honnold, J. (1984). Age and environmental concern some specification of effects, Journal of environmental education, 16(1), 4-9.
Huttunen, K. and Autio, M. (2010). Consumer ethoses in Finnish consumer life stories–Agrarianism, economism and green consu-merism. International journal of consumer studies, 34(2), 146-152.
Hwang, J. and Griffiths, M. A. (2017). Share more, drive less: Millennials value perception and behavioral intent in using collaborati-ve consumption services. Journal of consumer marketing, 34(2), 132–146.
Inglehart, R. (1977). The silent revolution: Changing values and political styles among Western publics. Princeton, NJ: Princeton Uni-versity Press.
Jerónimo, H.M., Henriques, P.L., de Lacerda, T.C., da Silva, F.P. and Vieira, P.R. (2020). Going green and sustainable: The influence of green HR practices on the organizational rationale for sustainability. Journal of business research, 112, pp.413-421.
Kadic-Maglajlic, S., Arslanagic-Kalajdzic, M., Micevski, M., Dlacic, J. and Zabkar, V. (2019). Being engaged is a good thing: Unders-tanding sustainable consumption behavior among young adults. Journal of business research, 104, 644-654.
Kamenidou, I.C., Mamalis, S.A., Pavlidis, S. and Bara, E.Z.G. (2019). Segmenting the generation Z cohort university students based on sustainable food consumption behavior: A preliminary study. Sustainability, 11(3), 83.
Kamenidou, I.C., Stavrianea, A. and Bara, E-Z. (2020). Generational differences toward organic food behavior: Insights from five generational cohorts. Sustainability, 12(6):2299.
Kronthal-Sacco, R. and Levin, L. (2021). Sustainably marketed products continue to grow in importance for CPG sales and margins. (blog) Retrieved from https://www.iriworldwide.com/en-us/insights/blog
Kushwah, S., Dhir, A., Sagar, M. and Gupta, B. (2019). Determinants of organic food consumption. A systematic literature review on motives and barriers. Appetite, 143, 104402.
Leary, R. B., Vann, R. J., Mittelstaedt, J. D., Murphy, P. E. and Sherry Jr, J. F. (2014). Changing the marketplace one behavior at a time: Perceived marketplace influence and sustainable consumption. Journal of business research, 67(9), 1953-1958.
Lee, J.A. and Holden S.J.S. (1999). Understanding the determinants of environmentally conscious behavior. Psychology & Marketing, 16(5), 373–92.
Liang, J. and Xu, Y. (2018). Second‐hand clothing consumption: A generational cohort analysis of the Chinese market. International journal of consumer studies, 42(1), 120-130.
Lim, W. M. (2017). Inside the sustainable consumption theoretical toolbox: Critical concepts for sustainability, consumption, and marketing. Journal of business research, 78, 69-80.
Ma, X., Park, C. and Moultrie, J. (2020). Factors for eliminating plastic in packaging: The European FMCG experts’ view. Journal of cleaner production, 256, 120492.
Modlinska, K., Adamczyk, D., Maison, D., and Pisula, W. (2020). Gender differences in attitudes to vegans/vegetarians and their food preferences, and their implications for promoting sustainable dietary patterns–A systematic review. Sustainability, 12(16), 6292.
Morelli, J. (2011). Environmental sustainability: A definition for environmental professionals. Journal of environmental sustainabili-ty, 1(1), 1-7.
McCollough, J. (2010). Consumer discount rates and the decision to repair or replace a durable product: A sustainable consumption issue. Journal of economic issues, 44(1), 183-204.
NielsenIq.com (2019). Sustainability continues to drive sales across the CPG landscape. Retrieved March 13, 2021 from https://nielseniq.com/global/en/insights/analysis/2019/sustainability-continues-to-drive-sales-across-the-cpg-landscape/.
Obal, M. and Kunz, W. (2013). Trust development in e‐services: A cohort analysis of millennials and baby boomers. Journal of service management, 24(1), 45-63.
Olsson, D. and Gericke, N. (2017). The effect of gender on students’ sustainability consciousness: A nationwide Swedish study. The Journal of Environmental Education, 48(5), 357-370.
Park, H. J. and Lin, L. M. (2020). Exploring attitude–behavior gap in sustainable consumption: Comparison of recycled and upcycled fashion products. Journal of business research, 117, 623-628.
Rossiter, J. R. and Bergkvist, L. (2009). The importance of choosing one good item for single-item measures of attitude towards the ad and attitude towards the brand and its generalization to all measures. Transfer: Werbeforschung & praxis, 55(2), 8-18.
Sánchez-Bravo, P., Chambers, E., Noguera-Artiaga, L., Sendra, E., Chambers IV, E. and Carbonell-Barrachina, Á. A. (2021). Con-sumer understanding of sustainability concept in agricultural products. Food quality and preference, 89, 104136.
Şener, A. and Hazer, O. (2008). Values and sustainable consumption behavior of women: A Turkish sample. Sustainable Develop-ment, 16(5), 291-300.
Severo, E. A., De Guimarães, J. C. F. and Dellarmelin, M. L. (2021). Impact of the COVID-19 pandemic on environmental awareness, sustainable consumption and social responsibility: Evidence from generations in Brazil and Portugal. Journal of cleaner production, 286, 124947.
Shrestha, B., Bajracharya, S.B., Keitsch, M. M. and Tiwari, S. R. (2020). Gender differences in household energy decision making and impacts in energy saving to achieve sustainability: A case of Kathmandu. Sustainable Development, 28(5), 1049-1062.
Stranieri, S., Ricci, E. C., and Banterle, A. (2017). Convenience food with environmentally-sustainable attributes: A consumer pers-pective. Appetite, 116, 11-20.
Tait,P., Saunders,C. Dalziel, P., Rutherford, P., Driver, T., Guenther, M. (2020). Comparing generational preferences for individual components of sustainability schemes in the Californian wine market, Applied economics letters, 27(13), 1091-1095.
Van Loo, E. J., Hoefkens, C. and Verbeke, W. (2017). Healthy, sustainable and plant-based eating: Perceived (mis) match and invol-vement-based consumer segments as targets for future policy. Food policy, 69, 46-57.
Wan, C., Shen, G. Q. and Choi, S. (2017). Experiential and instrumental attitudes: Interaction effect of attitude and subjective norm on recycling intention. Journal of environmental psychology, 50, 69-79.
Wiernik,B., Ones, D., & Dilchert, S. (2013). Age and environmental sustainability: a meta-analysis. Journal of managerial psychology, 28(7/8) 826-856.
Yamane, T. and Kaneko, S. (2021). Is the younger generation a driving force toward achieving the sustainable development goals? Survey experiments. Journal of cleaner production, 292, 125932.
Yang, K. and Jolly, L. D. (2008). Age cohort analysis in adoption of mobile data services: Gen Xers versus baby boomers. Journal of consumer marketing, 25(5), 272 – 280.
Zelezny, L.C., Chua, P.P. and Aldrich, C. (2000). Elaborating on gender differences in environmentalism, Journal of social issues, 56(3), 443-457.
Accenture (2017). Gen Z and Millennials leaving older shoppers and many retailers in their digital dust. Retrieved October 15, 2021 from: https://www.accenture.com/t20170210T012359__w__/us-en/_acnmedia/PDF-44/Accenture-Retail-Customer-Research-Executive-Summary-2017.pdf
Bloodhart, B., & Swim, J. K. (2020). Sustainability and consumption: What’s gender got to do with it. Journal of Social Issues, 76(1), 101-113.
Bucic, T., Harris, J. and Arli, D. (2012). Ethical consumers among the Millennials: A cross-national study. Journal of business ethics, 110(1), 113–131.
Briceno, T., and Stagl, S. (2006). The role of social processes for sustainable consumption. Journal of Cleaner Production, 14(17), 1541-1551.
Brough, A. R., Wilkie, J. E., Ma, J., Isaac, M. S. and Gal, D. (2016). Is eco-friendly unmanly? The green-feminine stereotype and its effect on sustainable consumption. Journal of consumer research, 43(4), 567-582.
Bulut, Z. A., Kökalan Çımrin, F.,and Doğan, O. (2017). Gender, generation and sustainable consumption: Exploring the behaviour of consumers from Izmir, Turkey. International journal of consumer studies, 41(6), 597-604.
Carr J., Gotlieb, M.R., Lee, N. and et al. (2012). Examining overconsumption, competitive consumption, and conscious consumption from 1994 to 2004: Disentangling cohort and period effects. The annals of the American academy of political and social science, 644(1), 220–233.
Cialdini, R. B., Kallgren, C. A. and Reno, R. R. (1991). A focus theory of normative conduct: A theoretical refinement and reevalua-tion of the role of norms in human behavior. In M. P. Zanna (Ed.), Advances in experimental social psychology. Cambridge: Academic Press, 201-234.
Cialdini, Robert B. (2003). Crafting normative messages to protect the environment. Current Directions in psychological science, 12(4), 105–109.
Cottrell, S. P. (2003). Influence of sociodemographics and environmental attitudes on general responsible environmental behavior among recreational boaters. Environment and behavior, 35(3), 347–75.
Dabija, D. C., Bejan, B. M. and Dinu, V. (2019). How sustainability oriented is Generation Z in retail? A literature re-view. Transformations in business and economics, 18(2).
Diddi, S., Yan, R. N., Bloodhart, B., Bajtelsmit, V. and McShane, K. (2019). Exploring young adult consumers’ sustainable clothing consumption intention-behavior gap: A behavioral reasoning theory perspective. Sustainable production and consumption, 18, 200-209.
Dietz, T., Kalof, L. and Stern, P. C. (2002). Gender, values, and environmentalism. Social science quarterly, 83(1), 353–64.
Diprose, K., Valentine, G., Vanderbeck, R. M., Liu, C., & McQuaid, K. (2019). Building common cause towards sustainable consump-tion: A cross-generational perspective. Environment and planning E: nature and space, 2(2), 203–228.
Elkington, J. (2013). Enter the triple bottom line. In Henriques, A. and Richardson, J., eds. The triple bottom line. Does it all add up?: New York: Earthscan, 1-16.
Federal Reserve (2022). Distributional Financial Accounts. Retrieved June 6, 2022 from https://www.federalreserve.gov/releases/z1/dataviz/dfa/distribute/table/#quarter:119;series:Net%20worth;demographic:generation;population:all;units:levels.
Fien, J., Neil, C. and Bentley, M. (2008). Youth can lead the way to sustainable consumption. Journal of education for sustainable development, 2(1), 51–60.
Fischer, D., Böhme,T. and Geiger, S.M. (2017). Measuring young consumers’ sustainable consumption behavior: Development and validation of the YCSCB scale. Young consumers, 18(3), 312-326.
Geiger, S. M., Fischer, D. and Schrader, U. (2018). Measuring what matters in sustainable consumption: An integrative framework for the selection of relevant behaviors. Sustainable development, 26(1), 18-33.
Gelski, J. (2019, January 10), Sustainable product market could hit $150 billion in U.S. by 2021, Food business news. Retrieved from https://www.foodbusinessnews.net/articles/13133-sustainable-product-market-could-hit-150-billion-in-us-by-2021.
Gelski, J. (2020, January 23), Interest in sustainable food choices increases 23%. Food business news. Retrieved from https://www.foodbusinessnews.net/articles/15266-interest-in-sustainable-food-choices-increases-23.
Gray, S.G., Raimi, K.T., Wilson, R. and Árvai, J. (2019). Will Millennials save the world? The effect of age and generational differences on environmental concern. Journal of environmental management, 242, 394-402.
Hanss, D. and Böhm, G. (2012). Sustainability seen from the perspective of consumers. International journal of consumer stu-dies, 36(6), 678-687.
Haws, K. L., Winterich, K. P. and Naylor, R. W. (2014). Seeing the world through GREEN-tinted glasses: green consumption values and responses to environmentally friendly products. Journal of consumer psychology, 24(3), 336-354.
Hampl, N. and Loock, M. (2013). Sustainable development in retailing: What is the impact on store choice? Business strategy and the environment, 22(3), 202-216.
Heo, J. and Muralidharan, S. (2019). What triggers young Millennials to purchase eco-friendly products? The interrelationships among knowledge, perceived consumer effectiveness, and environmental concern. Journal of marketing communications, 25(4), 421–437.
Herbes, C., Beuthner, C. and Ramme, I. (2018). Consumer attitudes towards biobased packaging–A cross-cultural comparative stu-dy. Journal of cleaner production, 194, 203-218.
Honnold, J. (1984). Age and environmental concern some specification of effects, Journal of environmental education, 16(1), 4-9.
Huttunen, K. and Autio, M. (2010). Consumer ethoses in Finnish consumer life stories–Agrarianism, economism and green consu-merism. International journal of consumer studies, 34(2), 146-152.
Hwang, J. and Griffiths, M. A. (2017). Share more, drive less: Millennials value perception and behavioral intent in using collaborati-ve consumption services. Journal of consumer marketing, 34(2), 132–146.
Inglehart, R. (1977). The silent revolution: Changing values and political styles among Western publics. Princeton, NJ: Princeton Uni-versity Press.
Jerónimo, H.M., Henriques, P.L., de Lacerda, T.C., da Silva, F.P. and Vieira, P.R. (2020). Going green and sustainable: The influence of green HR practices on the organizational rationale for sustainability. Journal of business research, 112, pp.413-421.
Kadic-Maglajlic, S., Arslanagic-Kalajdzic, M., Micevski, M., Dlacic, J. and Zabkar, V. (2019). Being engaged is a good thing: Unders-tanding sustainable consumption behavior among young adults. Journal of business research, 104, 644-654.
Kamenidou, I.C., Mamalis, S.A., Pavlidis, S. and Bara, E.Z.G. (2019). Segmenting the generation Z cohort university students based on sustainable food consumption behavior: A preliminary study. Sustainability, 11(3), 83.
Kamenidou, I.C., Stavrianea, A. and Bara, E-Z. (2020). Generational differences toward organic food behavior: Insights from five generational cohorts. Sustainability, 12(6):2299.
Kronthal-Sacco, R. and Levin, L. (2021). Sustainably marketed products continue to grow in importance for CPG sales and margins. (blog) Retrieved from https://www.iriworldwide.com/en-us/insights/blog
Kushwah, S., Dhir, A., Sagar, M. and Gupta, B. (2019). Determinants of organic food consumption. A systematic literature review on motives and barriers. Appetite, 143, 104402.
Leary, R. B., Vann, R. J., Mittelstaedt, J. D., Murphy, P. E. and Sherry Jr, J. F. (2014). Changing the marketplace one behavior at a time: Perceived marketplace influence and sustainable consumption. Journal of business research, 67(9), 1953-1958.
Lee, J.A. and Holden S.J.S. (1999). Understanding the determinants of environmentally conscious behavior. Psychology & Marketing, 16(5), 373–92.
Liang, J. and Xu, Y. (2018). Second‐hand clothing consumption: A generational cohort analysis of the Chinese market. International journal of consumer studies, 42(1), 120-130.
Lim, W. M. (2017). Inside the sustainable consumption theoretical toolbox: Critical concepts for sustainability, consumption, and marketing. Journal of business research, 78, 69-80.
Ma, X., Park, C. and Moultrie, J. (2020). Factors for eliminating plastic in packaging: The European FMCG experts’ view. Journal of cleaner production, 256, 120492.
Modlinska, K., Adamczyk, D., Maison, D., and Pisula, W. (2020). Gender differences in attitudes to vegans/vegetarians and their food preferences, and their implications for promoting sustainable dietary patterns–A systematic review. Sustainability, 12(16), 6292.
Morelli, J. (2011). Environmental sustainability: A definition for environmental professionals. Journal of environmental sustainabili-ty, 1(1), 1-7.
McCollough, J. (2010). Consumer discount rates and the decision to repair or replace a durable product: A sustainable consumption issue. Journal of economic issues, 44(1), 183-204.
NielsenIq.com (2019). Sustainability continues to drive sales across the CPG landscape. Retrieved March 13, 2021 from https://nielseniq.com/global/en/insights/analysis/2019/sustainability-continues-to-drive-sales-across-the-cpg-landscape/.
Obal, M. and Kunz, W. (2013). Trust development in e‐services: A cohort analysis of millennials and baby boomers. Journal of service management, 24(1), 45-63.
Olsson, D. and Gericke, N. (2017). The effect of gender on students’ sustainability consciousness: A nationwide Swedish study. The Journal of Environmental Education, 48(5), 357-370.
Park, H. J. and Lin, L. M. (2020). Exploring attitude–behavior gap in sustainable consumption: Comparison of recycled and upcycled fashion products. Journal of business research, 117, 623-628.
Rossiter, J. R. and Bergkvist, L. (2009). The importance of choosing one good item for single-item measures of attitude towards the ad and attitude towards the brand and its generalization to all measures. Transfer: Werbeforschung & praxis, 55(2), 8-18.
Sánchez-Bravo, P., Chambers, E., Noguera-Artiaga, L., Sendra, E., Chambers IV, E. and Carbonell-Barrachina, Á. A. (2021). Con-sumer understanding of sustainability concept in agricultural products. Food quality and preference, 89, 104136.
Şener, A. and Hazer, O. (2008). Values and sustainable consumption behavior of women: A Turkish sample. Sustainable Develop-ment, 16(5), 291-300.
Severo, E. A., De Guimarães, J. C. F. and Dellarmelin, M. L. (2021). Impact of the COVID-19 pandemic on environmental awareness, sustainable consumption and social responsibility: Evidence from generations in Brazil and Portugal. Journal of cleaner production, 286, 124947.
Shrestha, B., Bajracharya, S.B., Keitsch, M. M. and Tiwari, S. R. (2020). Gender differences in household energy decision making and impacts in energy saving to achieve sustainability: A case of Kathmandu. Sustainable Development, 28(5), 1049-1062.
Stranieri, S., Ricci, E. C., and Banterle, A. (2017). Convenience food with environmentally-sustainable attributes: A consumer pers-pective. Appetite, 116, 11-20.
Tait,P., Saunders,C. Dalziel, P., Rutherford, P., Driver, T., Guenther, M. (2020). Comparing generational preferences for individual components of sustainability schemes in the Californian wine market, Applied economics letters, 27(13), 1091-1095.
Van Loo, E. J., Hoefkens, C. and Verbeke, W. (2017). Healthy, sustainable and plant-based eating: Perceived (mis) match and invol-vement-based consumer segments as targets for future policy. Food policy, 69, 46-57.
Wan, C., Shen, G. Q. and Choi, S. (2017). Experiential and instrumental attitudes: Interaction effect of attitude and subjective norm on recycling intention. Journal of environmental psychology, 50, 69-79.
Wiernik,B., Ones, D., & Dilchert, S. (2013). Age and environmental sustainability: a meta-analysis. Journal of managerial psychology, 28(7/8) 826-856.
Yamane, T. and Kaneko, S. (2021). Is the younger generation a driving force toward achieving the sustainable development goals? Survey experiments. Journal of cleaner production, 292, 125932.
Yang, K. and Jolly, L. D. (2008). Age cohort analysis in adoption of mobile data services: Gen Xers versus baby boomers. Journal of consumer marketing, 25(5), 272 – 280.
Zelezny, L.C., Chua, P.P. and Aldrich, C. (2000). Elaborating on gender differences in environmentalism, Journal of social issues, 56(3), 443-457.
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