Understanding Gen Z Consumers: A Typology of (Un)sustainable Purchases
通过深度访谈和主题分析，研究Z世代消费者如何用心理机制合理化其可持续或不可持续购买行为，识别出四种已有和两种新的中立化技术，并划分出三类消费者群体，为营销和政策制定提供启示。
ABSTRACT Generation Z represents an important and environmentally conscious consumer group. Yet their environmental psychological pre‐dispositions often fail to translate into consistent sustainable purchases. Extending neutralization theory, this study examines the psychological mechanisms Gen Z consumers use to rationalize their (un)sustainable actions. Through in‐depth interviews and thematic analysis, we identify the relevance of four established neutralization techniques, along with two novel additions: denial of efficacy and denial of proximity. We further introduce a new consumer typology, categorizing Gen Z as Disengaged, Moderates, and Advocates. The three groups differ in terms of the neutralization techniques employed to justify (un)sustainable purchases. The typology offers actionable insights for marketers and policymakers, enabling more effective message framing and the design of interventions that foster sustainable consumption within a prominent consumer group.