Original scientific paper
https://doi.org/10.31784/zvr.14.1.5
Through the moral lenses: Generation Z’s intention to purchase sustainable products endorsed by influencers
Nina Grgurić Čop
; University of Rijeka, Faculty of Economics and Business, Rijeka, Croatia
*
Ivana First Komen
orcid.org/0000-0001-5312-6158
; University of Rijeka, Faculty of Economics and Business, Rijeka, Croatia
Lea Peko-Lončar
; University of Rijeka, Faculty of Economics and Business, Rijeka, Croatia
* Corresponding author.
Abstract
Recognizing Generation Z’s pivotal role in advancing sustainable consumption, this research seeks to explain the underlying mechanisms driving their intention to purchase sustainable products endorsed by social media influencers. To achieve this, we propose and empirically validate a two-pathway model encompassing identity-based and endorsement-based pathways, both defined by individuals’ moral considerations. Sustainable products were defined as socially responsible, such as, local, eco-friendly, or handmade products. Data were collected through a self-administered online survey completed by 200 respondents. The findings show that the endorsement-based pathway, driven by moral judgment of social media influencers’ behavior and parasocial interactions with them, has a much stronger impact than the identity-based pathway, driven by reflective moral attentiveness. The results also reveal that, despite Generation Z’s strong sustainability attitudes, their intention to purchase sustainable products endorsed by social media influencers is restrained, possibly due to limited trust in social media influencers and weak parasocial interactions with them. By integrating insights from sustainability research, influencer marketing, and moral psychology, this paper explores the role of moral considerations in Generation Z’s intention to purchase sustainable products. The proposed model contributes not only to the literature on sustainable consumption and influencer marketing, but also to a broader understanding of how moral considerations influence consumer decision-making regarding sustainable products.
Keywords
sustainable products; Generation Z; sustainability attitudes; moral attentiveness; moral judgment
Hrčak ID:
348088
URI
Publication date:
3.7.2026.
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