arbiter
JournalsAccount

Exploring Pathways to Sustainable Consumption Among Generation Z in Thailand Through a Configural Lens

Ali Kara et al.

Global Business Review2026https://doi.org/10.1177/09721509261420057article
AJG 1ABDC B
Weight
0.50

Abstract

Generation Z (Gen Z), the ‘sustainability generation’, drives higher education institutions (HEIs) to adapt to evolving environmental values. Understanding (Gen Z) sustainable consumption behaviours provides insights for HEIs aiming to embed sustainability in their values, policies and communications. This study uses configurational theorizing and fuzzy-set qualitative comparative analysis (fsQCA) with data from 117 Thai undergraduates to identify pathways linked to high and low sustainability behavioural intentions. Results show that individual and contextual factors shape these intentions. The findings offer theoretical, empirical and practical guidance for HEIs and policymakers to effectively promote sustainability and align with Gen Z’s expectations.

Open via your library →

Cite this paper

https://doi.org/https://doi.org/10.1177/09721509261420057

Or copy a formatted citation

@article{ali2026,
  title        = {{Exploring Pathways to Sustainable Consumption Among Generation Z in Thailand Through a Configural Lens}},
  author       = {Ali Kara et al.},
  journal      = {Global Business Review},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/09721509261420057},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Exploring Pathways to Sustainable Consumption Among Generation Z in Thailand Through a Configural Lens

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.