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Sustainable consumption behaviour of young consumers: Gender-based approach from an emerging market
(IGI Global, 2024) Onat, Kubra Topcuoglu; Tanrikulu, Ceyda
The aim of this study was to examine whether there are similarities/differences between male and female consumers regarding sustainable consumption behavior and its dimensions. Data were obtained through an online survey of young consumers aged 18-29 in Türkiye, an emerging market. The main findings revealed some behavioral similarities and differences between males and females in terms of sustainable consumption. Gender-specific differences were found in the context of unneeded consumption and reuse behavior. The main findings underline the significance of examining sustainable consumption behavior with its sub-dimensions in order to understand more clearly and accurately whether consumers exhibit gender-specific behaviors in sustainable consumption. This study can be helpful to those interested in sustainability and consumption of young consumers in emerging markets by providing insight into design of marketing strategy. Findings are discussed on the basis of today's competitive marketing environment and suggestions are presented for future research and marketing strategy implications. © 2024, IGI Global. All rights reserved.