Understanding Gen Z Consumers: A Typology of (Un)sustainable Purchases

Abstract

ABSTRACT Generation Z represents an important and environmentally conscious consumer group. Yet their environmental psychological pre‐dispositions often fail to translate into consistent sustainable purchases. Extending neutralization theory, this study examines the psychological mechanisms Gen Z consumers use to rationalize their (un)sustainable actions. Through in‐depth interviews and thematic analysis, we identify the relevance of four established neutralization techniques, along with two novel additions: denial of efficacy and denial of proximity. We further introduce a new consumer typology, categorizing Gen Z as Disengaged, Moderates, and Advocates. The three groups differ in terms of the neutralization techniques employed to justify (un)sustainable purchases. The typology offers actionable insights for marketers and policymakers, enabling more effective message framing and the design of interventions that foster sustainable consumption within a prominent consumer group.

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