Sustainable consumer behavior: research through the prism of generational theory
Purpose: to present an author-designed methodology for measuring sustainable consumer behavior and the results of its practical evaluation for the verbal modelling of behavior of consumers of generations X, Y and z in conditions of unstable socio-economic and environmental systems.Methods: the study...
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| Format: | Article |
| Language: | Russian |
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Nauka
2022-10-01
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| Series: | Модернизация, инновация, развитие |
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| Online Access: | https://www.mir-nayka.com/jour/article/view/1318 |
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| author | G. S. Timokhina S. V. Mkhitaryan I. I. Skorobogatykh I. A. Koryagina A. V. Lukina |
| author_facet | G. S. Timokhina S. V. Mkhitaryan I. I. Skorobogatykh I. A. Koryagina A. V. Lukina |
| author_sort | G. S. Timokhina |
| collection | DOAJ |
| description | Purpose: to present an author-designed methodology for measuring sustainable consumer behavior and the results of its practical evaluation for the verbal modelling of behavior of consumers of generations X, Y and z in conditions of unstable socio-economic and environmental systems.Methods: the study is grounded in the application of methods of content analysis of secondary information and statistical analysis of primary data. Results and implications of the research study are grounded in the use of the author-designed system of indicators of sustainable consumer behavior in the marketing study of the extent of manifestation of such behavior by consumers of generations X, Y, z on a representative sample of 1195 units who reside in more than 200 large cities in Russia.Results: the author-designed customized methodology for measuring sustainable consumer behavior that is grounded in a system of qualitative indicators, classified by clusters of interrelated objectives on sustainable societal development (socio-economic, social and socio-environmental), has been developed. The study findings enabled the authors to identify significant differences in indicators of sustainable behavior of consumers of different generations and to determine their proclivity to exhibit sustainable behavior in the future. The detected differences served as the basis for demonstration of both the verbal models of sustainable behavior of consumers of generations X, Y and z and the possibility to identify generational groups as large market segments for the purposes of differentiating sustainable marketing strategies.Сonclusions and Relevance: the results of testing of the author-designed methodology for measuring sustainable behavior of consumers from different generational groups confirmed the provisions of the generational theory on differences in their behavior, which manifested itself in differentiation of the contribution of consumers of the X, Y, z generations to achieving socio-economic, social and environmental objectives in the country through productive (destructive) behavioral patterns. Therefore, application of generational theory provisions will be instrumental in identifying large target market segments, corresponding to the generational groups with different profiles and models of sustainable behavior, which will require differentiated approach in sustainable marketing. |
| format | Article |
| id | doaj-art-38714e9dba6e44eebc8d2c322f64bf5a |
| institution | Matheson Library |
| issn | 2079-4665 2411-796X |
| language | Russian |
| publishDate | 2022-10-01 |
| publisher | Nauka |
| record_format | Article |
| series | Модернизация, инновация, развитие |
| spelling | doaj-art-38714e9dba6e44eebc8d2c322f64bf5a2025-08-04T10:36:45ZrusNaukaМодернизация, инновация, развитие2079-46652411-796X2022-10-0113342044210.18184/2079-4665.2022.13.3.420-442936Sustainable consumer behavior: research through the prism of generational theoryG. S. Timokhina0S. V. Mkhitaryan1I. I. Skorobogatykh2I. A. Koryagina3A. V. Lukina4Plekhanov Russian University of EconomicsPlekhanov Russian University of EconomicsPlekhanov Russian University of EconomicsPlekhanov Russian University of EconomicsPlekhanov Russian University of EconomicsPurpose: to present an author-designed methodology for measuring sustainable consumer behavior and the results of its practical evaluation for the verbal modelling of behavior of consumers of generations X, Y and z in conditions of unstable socio-economic and environmental systems.Methods: the study is grounded in the application of methods of content analysis of secondary information and statistical analysis of primary data. Results and implications of the research study are grounded in the use of the author-designed system of indicators of sustainable consumer behavior in the marketing study of the extent of manifestation of such behavior by consumers of generations X, Y, z on a representative sample of 1195 units who reside in more than 200 large cities in Russia.Results: the author-designed customized methodology for measuring sustainable consumer behavior that is grounded in a system of qualitative indicators, classified by clusters of interrelated objectives on sustainable societal development (socio-economic, social and socio-environmental), has been developed. The study findings enabled the authors to identify significant differences in indicators of sustainable behavior of consumers of different generations and to determine their proclivity to exhibit sustainable behavior in the future. The detected differences served as the basis for demonstration of both the verbal models of sustainable behavior of consumers of generations X, Y and z and the possibility to identify generational groups as large market segments for the purposes of differentiating sustainable marketing strategies.Сonclusions and Relevance: the results of testing of the author-designed methodology for measuring sustainable behavior of consumers from different generational groups confirmed the provisions of the generational theory on differences in their behavior, which manifested itself in differentiation of the contribution of consumers of the X, Y, z generations to achieving socio-economic, social and environmental objectives in the country through productive (destructive) behavioral patterns. Therefore, application of generational theory provisions will be instrumental in identifying large target market segments, corresponding to the generational groups with different profiles and models of sustainable behavior, which will require differentiated approach in sustainable marketing.https://www.mir-nayka.com/jour/article/view/1318indicators for measuring sustainable consumer behaviorconsumers of generations xyztarget segment patternsverbal modelssustainability marketing |
| spellingShingle | G. S. Timokhina S. V. Mkhitaryan I. I. Skorobogatykh I. A. Koryagina A. V. Lukina Sustainable consumer behavior: research through the prism of generational theory Модернизация, инновация, развитие indicators for measuring sustainable consumer behavior consumers of generations x y z target segment patterns verbal models sustainability marketing |
| title | Sustainable consumer behavior: research through the prism of generational theory |
| title_full | Sustainable consumer behavior: research through the prism of generational theory |
| title_fullStr | Sustainable consumer behavior: research through the prism of generational theory |
| title_full_unstemmed | Sustainable consumer behavior: research through the prism of generational theory |
| title_short | Sustainable consumer behavior: research through the prism of generational theory |
| title_sort | sustainable consumer behavior research through the prism of generational theory |
| topic | indicators for measuring sustainable consumer behavior consumers of generations x y z target segment patterns verbal models sustainability marketing |
| url | https://www.mir-nayka.com/jour/article/view/1318 |
| work_keys_str_mv | AT gstimokhina sustainableconsumerbehaviorresearchthroughtheprismofgenerationaltheory AT svmkhitaryan sustainableconsumerbehaviorresearchthroughtheprismofgenerationaltheory AT iiskorobogatykh sustainableconsumerbehaviorresearchthroughtheprismofgenerationaltheory AT iakoryagina sustainableconsumerbehaviorresearchthroughtheprismofgenerationaltheory AT avlukina sustainableconsumerbehaviorresearchthroughtheprismofgenerationaltheory |