Communicating with a Green Generation: A Global Analysis of Gen Z’s Consumer Values

Abstract

Generation Z (Gen Z) is a significant market for social ideas and is willing to invest in environmentally friendly products. Analyzing Gen Z's green consumption behavior helps science communicators develop messages that align with their sustainability values. Economic and cultural contexts across regions shape how these values influence perceptions of sustainability and green consumerism, showing the need for context-specific communication strategies. This study used an online survey with a convenience sample of 563 Gen Z consumers from universities in Nepal, the United States, and Kenya to assess the impact of geographic location on green consumption values and behaviors. Descriptive statistics showed that most participants from the United States were white females, while the samples from Nepal and Kenya had a more balanced gender ratio. The average age of Kenyan students was higher than that of students in Nepal and the United States. A comparative analysis revealed significant differences in mean green consumerism scores across the three groups. These findings suggest that science communicators and agricultural educators should use targeted strategies to enhance environmental awareness and promote pro-environmental intentions among Gen Z, given the reported differences and potential for growth in green consumption.