Decisión de compra y desarrollo sostenible: aspectos influyentes en la Generación Y y la Generación Z

• Jenny Romero Borre https://orcid.org/0000-0002-0457-6467
• Gabriela Cuba Romero https://orcid.org/0009-0006-4259-6457
• Javier Ramírez https://orcid.org/0000-0002-3663-9215
• Lisseth Vásquez https://orcid.org/0000-0002-5400-1194

DOI: https://doi.org/10.52080/rvgluz.29.107.7

Palabras clave: decisión de compra, generación Z, generación Y, desarrollo sostenible

Resumen

Las decisiones de compra constituyen un proceso psicológico y económico de elección de un producto a adquirir. Esta dinámica varía en cada generación según el contexto social, por ello, esta investigación presenta una revisión sistemática con el objetivo de analizar la literatura existente sobre las decisiones de compra y el desarrollo sostenible en el marco generacional de los Millennials y Centennials (Y y Z) teniendo en cuenta la metodología Preferred Reporting Items for Systematic Reviews and Meta-Analyses for Protocols (PRISMA). Los resultados refieren una inclinación de la literatura por las compras en línea, las compras con atributos sostenibles y en cierto grado compras de marcas de lujo, todas estas como manifestaciones de los cambios en los comportamientos de compra de estas generaciones en referencia al desarrollo sostenible, por lo que se recomienda seguir indagando sobre cómo dichos grupos van ajustando su dinámica adquisitiva en función a su distintiva preocupación por el medio ambiente.

Citas

Agrawal, D. K. (2022). Determining behavioural differences of Y and Z generational cohorts in online shopping. International Journal of Retail and Distribution Management, 50(7), 880–895. https://doi.org/10.1108/IJRDM-12-2020-0527

Arora, N., & Manchanda, P. (2022). Green perceived value and intention to purchase sustainable apparel among Gen Z: The moderated mediation of attitudes. Journal of Global Fashion Marketing, 13(2), 168–185. https://doi.org/10.1080/20932685.2021.2021435

Azemi, Y., Ozuem, W., Wiid, R., & Hobson, A. (2022). Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels. Journal of Retailing and Consumer Services, 66, 102944. https://doi.org/10.1016/J.JRETCONSER.2022.102944

Benet Rodríguez, M., Zafra, S. L., & Quintero Ortega, S. P. (2015). La revisión sistemática de la literatura científica y la necesidad de visualizar los resultados de las investigaciones. Revista Logos, Ciencia & Tecnología, 7(1), 101-10351. http://www.redalyc.org/articulo.oa?id=5177514870136

Brosdahl, D. J. C., & Carpenter, J. M. (2011). Shopping orientations of US males: A generational cohort comparison. Journal of Retailing and Consumer Services, 18(6), 548–554. https://doi.org/10.1016/j. jretconser.2011.07.005

Cavazos-Arroyo, J., & Máynez-Guaderrama, A. I. (2022). Antecedents of Online Impulse Buying: An Analysis of Gender and Centennials’ and Millennials’ Perspectives. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 122–137. https://doi.org/10.3390/JTAER17010007

Chaffey, D., y Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and integrating online marketing. Routledge.

Cho, E., Kim-Vick, J., & Yu, U. J. (2021). Unveiling motivation for luxury fashion purchase among Gen Z consumers: need for uniqueness versus bandwagon effect. International Journal of Fashion Design, Technology and Education, 15(1), 24–34. https://doi.org/10.1080/17543266.2021.1973580

CMMAD (1987). World Commission on Environment and Development ‘Our common future’: Brundtland report. Oxford University Press.

Conlin, R., & Bauer, S. (2022). Examining the impact of differing guilt advertising appeals among the Generation Z cohort. International Review on Public and Nonprofit Marketing, 19(2), 289–308. https://doi.org/10.1007/S12208-021-00304-4/TABLES/12

Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608–620. https://doi.org/10.1016/j.jbusres.2020.10.016

Debevec, K., Schewe, C., Madden T., y Diamond, W. (2013). Are today’s millennials splintering into a new generational cohort? Maybe! Journal of Consumer Behaviour, 12(1), 20–31. https://doi. org/10.1002/cb.1400

Dimock, M. Defining Generations: Where Millennials End and Generation Z Begins. Available online: https://www.pewresearch. org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/

Doan, Y. O. (2020). The Benefits of Infographics for Content Marketing on Facebook. [Tesis de grado. SeAMK School of Business and Culture].

Gabrielova, K., & Buchko, A. A. (2021). Here comes Generation Z: Millennials as managers. Business Horizons, 64(4), 489–499. https://doi.org/10.1016/J.BUSHOR.2021.02.013

Gao, Q., & Feng, C. (2016). Branding with social media: User gratifications, usage patterns, and brand message content strategies. Computers in Human Behavior, 63, 868–890. https://doi.org/10.1016/j.chb.2016.06.022

Ghosh, K., & Bhattacharya, S. (2022). Investigating the antecedents of luxury brand loyalty for Gen Z consumers in India: a PLS-SEM approach. Young Consumers, 23(4), 603–626. https://doi.org/10.1108/YC-09-2021-1390

Ham, C. D., Chung, U. C., Kim, W. J., Lee, S. Y., & Oh, S. H. (2022). Greener than Others? Exploring Generational Differences in Green Purchase Intent. International Journal of Market Research, 64(3), 376–396.

Hamdi, M., Indarti, N., Manik, H. F. G. G., & Lukito-Budi, A. S. (2022). Monkey see, monkey do? Examining the effect of entrepreneurial orientation and knowledge sharing on new venture creation for Gen Y and Gen Z. Journal of Entrepreneurship in Emerging Economies. https://doi.org/10.1108/JEEE-08-2021-0302

Harari, T. T., Sela, Y., & Bareket-Bojmel, L. (2022). Gen Z during the COVID-19 crisis: a comparative analysis of the differences between Gen Z and Gen X in resilience, values and attitudes. Current Psychology, 1, 1–10. https://doi.org/10.1007/S12144-022-03501-4/TABLES/4

Helmi, A., Sarasi, V., Kaltum, U., & Suherman, Y. (2021). Discovering the values of generation X and millennial consumers in Indonesia. Innovative marketing, 17(2), 1–8. https://doi.org/10.21511/im.17(2).2021.01

Hoang Tien, N. (2020). Small family business in vietnam succession and sustainable development. https://www.researchgate.net/publication/340551919

Jaller, M., & Pahwa, A. (2020). Evaluating the environmental impacts of online shopping: A behavioral and transportation approach. Transportation Research Part D: Transport and Environment, 80, 102223. https://doi.org/10.1016/j.trd.2020.102223

Jasrotia, S. S., Darda, P., & Pandey, S. (2023). Changing values of millennials and centennials towards responsible consumption and sustainable society. Society and Business Review, 18(2), 244–263. https://doi.org/10.1108/SBR-01-2022-0013

Kapferer, J. N., & Valette-Florence, P. (2022). The myth of the universal millennial: comparing millennials’ perceptions of luxury across six countries. International Marketing Review, 39(2), 149–165. https://doi.org/10.1108/IMR-04-2021-0155

Khan, I. (2022). Do brands’ social media marketing activities matter? A moderation analysis. Journal of Retailing and Consumer Services, 64, 102794. https://doi.org/10.1016/J.JRETCONSER.2021.102794

Kim, U., & Kim, J. (2022). Economic Development, Sociocultural Change and Quality of Life in Korea: Analysis of Three Generations Growing up in Colonial, Industrial and Digital Age. Psychology and Developing Societies, 34(2), 200–239.

Kotler, P., and Armstrong, G. (2018). Principle of Marketing. (17e Global Edition). Pearson Education Limited.

Kotler, P., and Keller, K.L. (2016). Marketing Management, 15e Global Edition. Pearson Education Limited.

Lee, S. H. N., & Chow, P. S. (2020). Investigating consumer attitudes and intentions toward online fashion renting retailing. Journal of Retailing and Consumer Services, 52 (June 2019), 101892. https://doi.org/10.1016/j.jretconser.2019.101892

Lee, S. H., & Huang, R. (2020). Exploring the motives for online fashion renting: Insights from social retailing to sustainability. Sustainability (Switzerland), 12(18), 1-16. https://doi.org/10.3390/su12187610

Li, J., & Leonas, K. K. (2021). Generation Z female consumers’ preferences for swimwear products with sustainability-relevant attributes. Journal of Global Fashion Marketing, 13(1), 44–60. https://doi.org/10.1080/20932685.2021.1960580

Liberati, A., Altman, D. G., Tetzlaff, J., Mulrow, C., Gøtzsche, P. C., Ioannidis, J. P. A., Clarke, M., Devereaux, P. J., Kleijnen, J., & Moher, D. (2009). The PRISMA statement for reporting systematic reviews and meta-analyses of studies that evaluate health care interventions: Explanation and elaboration. PLoS Medicine, 6(7), e1000100. https://doi.org/10.1371/journal.pmed.1000100

Lina, Y., Hou, D., & Ali, S. (2022). Impact of online convenience on generation Z online impulsive buying behavior: The moderating role of social media celebrity. Frontiers in Psychology, 13, 951249. https://doi.org/10.3389/FPSYG.2022.951249/BIBTEX

Lissitsa, S., & Kol, O. (2016). Generation X vs. generation Y – A decade of online shopping. Journal of Retailing and Consumer Services, 31, 304–312. https://doi.org/10.1016/j.jretconser.2016.04.015

Lomelin, O. J., Gutiérrez-Leefmans, C., María, R., & Rogel, N. (n.d.). Investigación y pensamiento crítico. Ed, 49, 2022. https://doi.org/10.17993/3cemp.2022.110149.85-117

Moher, D., Liberati, A., Tetzlaff, J., Altman, D. G., & for the PRISMA Group. (2009). Preferred reporting items for systematic reviews and meta-analyses: the PRISMA statement. BMJ (Clinical Research Ed.), 339(jul21 1), b2535–b2535. https://doi.org/10.1136/bmj.b2535

Nguyen Ngoc, T., Viet Dung, M., Rowley, C., & Pejić Bach, M. (2022). Generation Z job seekers’ expectations and their job pursuit intention: Evidence from transition and emerging economy. https://doi.org/10.1177/18479790221112548

Nguyen Thi, B., Tran, T. L. A., Tran, T. T. H., Le, T. T., Tran, P. N. H., & Nguyen, M. H. (2022). Factors influencing continuance intention of online shopping of generation Y and Z during the new normal in Vietnam. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2022.2143016

Page, M. J., Moher, D., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., Mcdonald, S., … Mckenzie, J. E. (2021). PRISMA 2020 explanation and elaboration: Updated guidance and exemplars for reporting systematic reviews. The BMJ, 372. https://doi.org/10.1136/BMJ.N160

Parment, A., Zwanka, R. J., Buff, C., Gursoy, D., Maier, T. A., & Chi, C. (2013). Generational differences: An exam-ination of work values and generational gaps in the hospitality workforce. International Journal of Hospitality Management, 27(3), 189–199 doi:10.1016/ j.ijhm.2007.11.002.

Pham, H. T., Hoang, K. T., Nguyen, T. T., Do, P. H., & Mar, M. T. C. (2021). Sharing Economy: Generation Z’s Intention Toward Online Fashion Rental in Vietnam. The Journal of Asian Finance, Economics and Business, 8(3), 997–1007. https://doi.org/10.13106/JAFEB.2021.VOL8.NO3.0997

Pham, M., Dang, T. Y., Hong, T., Hoang, Y., Thanh, T., Tran, N., Huong, T., & Ngo, Q. (2021). The Effects of Online Social Influencers on Purchasing Behavior of Generation Z: An Empirical Study in Vietnam. The Journal of Asian Finance, Economics and Business, 8(11), 179–190. https://doi.org/10.13106/JAFEB.2021.VOL8.NO11.0179

Pichler, S., Kohli, C., & Granitz, N. (2021). DITTO for Gen Z: A framework for leveraging the uniqueness of the new generation. Business Horizons, 64(5), 599–610. https://doi.org/10.1016/J.BUSHOR.2021.02.021

Polisetty, A., & Kurian, J. S. (2021). The Future of Shared Economy: A Case Study on Airbnb. FIIB Business Review, 10(3), 205–214. https://doi.org/10.1177/23197145211003504

Raslie, H., & Ting, S. (2020). Gen Y and Gen Z Communication Style. Estudios de Economía Aplicada, 39(1). http://dx.doi.org/10.25115/eea.v39i1.4268

Reyes, M. E. S., Carmen, B. P. B., Luminarias, M. E. P., Mangulabnan, S. A. N. B., & Ogunbode, C. A. (2023). An investigation into the relationship between climate change anxiety and mental health among Gen Z Filipinos. Current Psychology, 42(9), 7448–7456. https://doi.org/10.1007/S12144-021-02099-3/TABLES/2

Riley, J.M.; Klein, R. How logistics capabilities offered by retailers influence millennials’ online purchasing attitudes and intentions. Young Consum. 2021, 22, 131–151.

Rodriguez, M., Boyer, S., Fleming, D., & Cohen, S. (2019). Managing the next generation of sales, gen Z/millennial cusp: An exploration of grit, entrepreneurship, and loyalty. Journal of Business-to-Business Marketing, 26(1), 1–13. https://doi.org/10.1080/1051712x.2019.1565136

Santoso, A., & Sispradana, A. (2021). Analysis toward purchase decision determinant factors. Asian Management and Business Review, 1(2), 155–164. https://doi.org/10.20885/ambr.vol1.iss2.art7

Schoemaker, P. J. H., & Russo, J. E. (n.d.). decision-making. In The Palgrave Encyclopedia of Strategic Management. Palgrave Macmillan. https://doi.org/10.1057/9781137294678.0160

Schroth, H. (2019). Are You Ready for Gen Z in the Workplace? California Management Review, 61(3), 5–18. https://doi.org/10.1177/0008125619841006

Sharabati, A.-A. A., Al-Haddad, S., Al-Khasawneh, M., Nababteh, N., Mohammad, M., & Abu Ghoush, Q. (2022). The impact of TikTok user satisfaction on continuous intention to use the application. Journal of Open Innovation Technology Market and Complexity, 8(3), 125. https://doi.org/10.3390/joitmc8030125

Siddiqui, S., & Agarwal, K. (2017). The consumer’s purchase decision process-a theoretical framework, 6(6). http://www.ijstm.com/images/short_pdf/1498205169_IIMT_335_ijstm.pdf

Singh, A. P., & Dangmei, J. (2016). Understanding the Generation Z: The Future Workforce. South-Asian Journal of Multidisciplinary Studies, 3, 1-5.

Sun, Y., Wang, R., Cao, D., & Lee, R. (2022). Who are social media influencers for luxury fashion consumption of the Chinese Gen Z? Categorisation and empirical examination. Journal of Fashion Marketing and Management, 26(4), 603–621. https://doi.org/10.1108/JFMM-07-2020-0132

Thangavel, P., Pathak, P., & Chandra, B. (2019). Consumer Decision-making Style of Gen Z: A Generational Cohort Analysis. Global Business Review, 23(3), 710–728. https://doi.org/10.1177/0972150919880128

Thangavel, P.; Pathak, P.; Chandra, B. (2021). Millennials and Generation Z: A generational cohort analysis of Indian consumers. Benchmarking: Int. J., 28, 2157–2177

Thuy, T., Ngo, A., My, T., Le, T., Nguyen, T. H., Giang, T., Ngo, G. T., Duong Nguyen, T., & Le, T. G. (2022). The Impact of SNS Advertisements on Online Purchase Intention of Generation Z: An Empirical Study of TikTok in Vietnam. The Journal of Asian Finance, Economics and Business, 9(5), 497–506. https://doi.org/10.13106/JAFEB.2022.VOL9.NO5.0497

Toro, I. S. De, Labrador-Fernández, J., & De Nicolás, V. L. (2019). Generational diversity in the workplace: psychological empowerment and flexibility in spanish companies. Frontiers in Psychology, 10(AUG), 468647. https://doi.org/10.3389/FPSYG.2019.01953/BIBTEX

Wahyuningsih, Nasution, H., Yeni, Y. H., & Roostika, R. (2022). A comparative study of generations X, Y, Z in food purchasing behavior: the relationships among customer value, satisfaction, and Ewom. Http://Www.Editorialmanager.Com/Cogentbusiness, 9(1). https://doi.org/10.1080/23311975.2022.2105585

Youn, S.-Y., & Cho, E. (2022). CSR ads matter to luxury fashion brands: a construal level approach to understand Gen Z consumers’ eWOM on social media. Journal of Fashion Marketing and Management, 26(3), 516–533. https://doi.org/10.1108/jfmm-12-2020-0269