Deepening Exploration of Socially Responsible Consumption in Generation Z: The Impacts of Environmental Knowledge and Perceived Consumer Effectiveness

Purpose: Based on the knowledge-attitude-behavior (KAB) model, this study aims to explore the relationship between environmental knowledge, attitude toward socially responsible consumption (SRC) and SRC behaviors among Generation Z (Gen Z). Furthermore, the model is extended by incorporating perceived consumer effectiveness (PCE) as an additional predictor, examining the carryover effect of environmental knowledge and investigating the moderating role of specific environmental knowledge.

Design/methodology/approach: This research tests hypotheses through three main studies and one supplementary study, using a combination of field experiments and surveys with both cross-sectional and longitudinal designs. The framework is examined across various fast-moving consumer product contexts that are low-cost and frequently consumed by Gen Z.

Findings: The results reaffirm the KAB effect among Gen Z and identify PCE as an additional antecedent within this model. Furthermore, the authors reveal that environmental knowledge can accumulate over time and subsequently enhance Gen Z’s attitude toward SRC and their SRC behaviors. In addition, the research finds that specific environmental knowledge negatively moderates the carryover effect of environmental knowledge, even after controlling for factors derived from alternative theories.

Originality/value: This research offers valuable insights into promoting SRC behaviors among Gen Z. Also, the findings enrich the existing KAB model by introducing PCE as an additional predictor, exploring the carryover effect of environmental knowledge on SRC behaviors and examining how different knowledge types influence Gen Z’s SRC behaviors.