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Sustainability
Volume 16
Issue 10
10.3390/su16103976
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Article

Generational Differences in Sustainable Consumption Behavior among Chinese Residents: Implications Based on Perceptions of Sustainable Consumption and Lifestyle

by
Jianfang Liang
1,*,
Jingjun Li
2,
Xuerong Cao
1 and
Zejun Zhang
1
1
School of Fashion and Art Design, Xi’an Polytechnic University, Xi’an 710048, China
2
MOBI Electromobility Research Centre, Department of Business Technology and Operations, Vrije Universiteit Brussel, Pleinlaan 2, 1050 Brussel, Belgium
*
Author to whom correspondence should be addressed.
Sustainability 2024, 16(10), 3976; https://doi.org/10.3390/su16103976
Submission received: 12 April 2024 / Revised: 30 April 2024 / Accepted: 2 May 2024 / Published: 9 May 2024
(This article belongs to the Special Issue Pro-environmental and Sustainable Consumer Behavior)
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Abstract

To deal with the challenges posed by generational differences in China’s sustainable consumption transition, this study’s pioneers using a mixed-methods approach with data mining and literature research to classify Chinese residents into four generations based on the sustainable consumption perspective. We developed a conceptual model of generational differences and conducted an empirical study using structured interviews with a multi-stage random sampling approach. The results highlight significant differences and distinct influencing mechanisms among the four generations regarding perceptions of sustainable consumption, lifestyle, and sustainable consumption behavior. Based on this, multi-generational differentiated green marketing strategies, green product development and green marketing practices, as well as consumer education systems and strategies for stakeholders including the government, enterprises, and society are proposed. The findings contribute to advancing theoretical perspectives in sustainable consumption research, serving as a valuable reference for sustainable consumption research worldwide.
Keywords: generational differences; sustainable consumption behavior; perceptions of sustainable consumption; lifestyle; Chinese residents generational differences; sustainable consumption behavior; perceptions of sustainable consumption; lifestyle; Chinese residents

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MDPI and ACS Style

Liang, J.; Li, J.; Cao, X.; Zhang, Z. Generational Differences in Sustainable Consumption Behavior among Chinese Residents: Implications Based on Perceptions of Sustainable Consumption and Lifestyle. Sustainability 2024, 16, 3976. https://doi.org/10.3390/su16103976

AMA Style

Liang J, Li J, Cao X, Zhang Z. Generational Differences in Sustainable Consumption Behavior among Chinese Residents: Implications Based on Perceptions of Sustainable Consumption and Lifestyle. Sustainability. 2024; 16(10):3976. https://doi.org/10.3390/su16103976

Chicago/Turabian Style

Liang, Jianfang, Jingjun Li, Xuerong Cao, and Zejun Zhang. 2024. "Generational Differences in Sustainable Consumption Behavior among Chinese Residents: Implications Based on Perceptions of Sustainable Consumption and Lifestyle" Sustainability 16, no. 10: 3976. https://doi.org/10.3390/su16103976

APA Style

Liang, J., Li, J., Cao, X., & Zhang, Z. (2024). Generational Differences in Sustainable Consumption Behavior among Chinese Residents: Implications Based on Perceptions of Sustainable Consumption and Lifestyle. Sustainability, 16(10), 3976. https://doi.org/10.3390/su16103976

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