Responsible Consumption of Generation Z: An Extension of the KAB Framework (Extended Abstract)

Lawrence Sze Lok Choi, Wa Kimmy Chan, Henry Fock, Na Ni

Research output: Chapter in book/report/conference proceedingConference proceedingpeer-review


This research investigates how different types of knowledge and perceived consumer effectiveness (PCE) influence youngsters’ responsible consumption behaviors (Generation Z) through attitude change.
Original languageEnglish
Title of host publication2023 AMA Winter Academic Conference Proceedings
Subtitle of host publicationMarketing During Times of Change
EditorsNita Umashankar, Monika Lisjak
PublisherAmerican Marketing Association
Number of pages5
ISBN (Print)9780877570158
Publication statusPublished - Feb 2023
Event2023 AMA Winter Academic Conference - Nashville, United States
Duration: 10 Feb 202312 Feb 2023


Conference2023 AMA Winter Academic Conference
Country/TerritoryUnited States
Internet address

User-Defined Keywords

  • Socially Responsible Consumption
  • Generation Z
  • KAB framework
  • General and specific knowledge


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