Pro-Environmental Commitment and Self-Efficacy in Shaping Intentions to Reduce Consumption: An Intergenerational Perspective

Barbara Borusiak, Aleksandra Gaweł, Bartłomiej Pierański, Tomáš Sadílek, Department of Commerce and Marketing, Poznań University of Economics and Business, Department of International Competitiveness, Poznań University of Economics and Business, Department of International Business, Prague University of Economics and Business

Social Marketing Quarterly

Published online on December 20, 2025

Abstract

Social Marketing Quarterly, Volume 32, Issue 2, Page 146-166, June 2026.
BackgroundPrevious research on the relationship between the age of consumers and their membership in a specific generational cohort and pro-environmental attitudes has not yielded definitive conclusions. These studies can be categorised into four groups: (...