An Analysis of the Influence of Gender and Generational Factors on Sustainable Consumption Patterns in the Urban Environment of Colombia †

Abstract

This study investigates sustainable consumption patterns across different generations (Centennials, Millennials, Generation X, and Baby Boomers) and genders in Colombia, an emerging country. Using a quantitative approach, a 38-item questionnaire was administered to 736 participants. Multinomial regression analysis revealed statistically significant differences in sustainable consumption patterns based on generation and gender. Generation Z prefers buying and extending the use of second-hand clothing, while Generation Y focuses on reducing excessive consumption. Generations X and Baby Boomers are motivated by preserving resources for future generations and researching sustainable products before purchasing. Women show a greater inclination toward sustainable consumption than men. These findings contribute to understanding generational and gender differences in sustainable consumption behaviors within an emerging market context.