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

Summary

This study applies neutralization theory to explain why Generation Z often holds pro-environmental attitudes but does not always make sustainable purchases. Based on 25 in-depth interviews (ages 18–26), the authors identify four established neutralization techniques used by Gen Z—denial of responsibility, condemning the condemners, appeal to higher loyalties, and the metaphor of the ledger—and introduce two novel techniques particularly relevant to this cohort: denial of efficacy (feeling individual action is futile) and denial of proximity (seeing environmental harm as distant in time or place).

The analysis produces a three-part consumer typology: Disengaged (low sustainable purchase, high detachment), Moderates (mixed behaviour, receptive to practical incentives), and Advocates (active, seek systemic change and local alternatives). The paper offers theoretical extensions to the attitude–behaviour gap and practical recommendations for marketers, policymakers and educators to better engage each segment.

Key Points

Neutralization theory helps explain the attitude–behaviour gap for Gen Z sustainable purchases.
Six neutralization techniques are relevant: four established (denial of responsibility, condemning the condemners, appeal to higher loyalties, metaphor of the ledger) plus two newly identified ones (denial of efficacy, denial of proximity).
Denial of efficacy: many Gen Zers feel individual choices are too small to matter, reducing motivation to buy green.
Denial of proximity: psychological, temporal and geographical distance from impacts lowers urgency to act.
Three consumer types emerge—Disengaged, Moderates and Advocates—each using neutralisation strategies to different extents and requiring different engagement tactics.
Practical interventions include improving affordability and convenience of green options, clearer authentic communication to counter greenwashing, targeted messaging per segment, and using influencers and platform economy tools to drive uptake.
Policy actions suggested: fiscal incentives, regulatory measures against greenwashing, and embedding sustainability education to build responsibilisation.

Why should I read this?

Because if you want to stop banging your head against the old ‘Gen Z says they care but don’t buy green’ problem, this paper gives a tidy explanation and a usable three-group split. It’s short on jargon, big on practical hooks—you get why people rationalise buying unsustainably and what marketers or policy-makers can do about it.