Sustainable Marketing Management for Gen Z Consumers: A Gender Focus in Mexico/Chile
DOI:
https://doi.org/10.5281/zenodo.21464289Keywords:
Management, Sustainable marketing, Consumer behavior, Generation ZAbstract
Consumption has led to the depletion of natural resources, demanding a shift in focus in sustainable marketing to attract Generation Z. The objective of this study is to analyze how sustainable marketing management affects Gen Z consumers from a gender perspective in Mexico and Chile. A quantitative, descriptive, cross-sectional, and explanatory methodology with a quasi-experimental design was employed. A total of 861 surveys were conducted (Mexico and Chile), with reliability assessed using Cronbach's alpha, factor analysis, and linear regression. The findings reveal that the social dimension has the greatest impact on purchase intentions for both genders and countries. Secondly, women show a greater inclination towards the environmental dimension, while men are more influenced by the economic dimension. In conclusion, gender and culture drive sustainable motivations; therefore, it is recommended that marketing messages differentiate themselves in these two aspects and focus on both social and environmental factors.Keywords: Management, Sustainable Marketing, Consumer Behavior, and Generation Z.
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