Motivating reasons and hurdles for ethical purchases among GEN Z Consumers

Young consumers undoubtedly assume a crucial role in driving the societies towards the adoption of ethical practices, and it is well known that young generations are now doing more than ever to change the game in areas like sustainability, and the environment. However, recent studies revealed controversial results when it comes to explain the ethical consumption of young generations, sometimes evidencing that young consumers do not actually engage in ethical consumption to a greater extent than the older generations. Basing on these considerations, this paper focuses on examining the reasons that matter most or less in the decisions to purchase or refuse ethical products made by different subsets of young consumers. The analysis performed in this paper, clearly evidences the existence of different subsets of young consumers in terms of ethical purchase and different motivations for purchasing or refusing ethical products.