LATAM Gen Z green segments: responsible consciousness and sustainable habits

Bianchi E.C.; Borboa-Álvarez E.P.; Ponce M.A.R.; Ortigueira-Sánchez L.C.; Burbano-Vallejo E.L.; Cubillo-Salas G. · International Review on Public and Nonprofit Marketing (2026) · DOI: 10.1007/s12208-026-00475-y

Resumen

This study focuses on understanding the sustainable consumption patterns among Centennials or Gen Z from six Spanish-speaking Latin American countries: Argentina (Córdoba), Mexico (Sonora), Ecuador (Cuenca), Colombia (Valle del Cauca), Peru (Lima) and Costa Rica (San José). Gen Z are those youths born after 1995, ranging in age from 16 to 26. The methodology applied is quantitative with a non-probabilistic sampling by gender quota using a snowball. The field work was carried out from May to October 2024 with a sample of 1,730 cases. Among the main findings, different consumption profiles were identified within this generation (the Zero Green, the Conscious Green, the Doing Green and the Activist Green). The results reveal that factors such as environmental awareness, social influence, and access to sustainable products play a crucial role in shaping green consumer behavior. Furthermore, differences and similarities were found between the countries analyzed in terms of predisposition towards sustainable consumption which suggest the need for market strategies adapted to the cultural and economic particularities of each region. This study contributes to the understanding of Generation Z in Latin America, highlights the growing importance of green marketing and the increased connection to purpose-driven brands among young consumers, and provides recommendations to company managers on social marketing strategies applied to these profiles, and to governments on how to generate public policies that promote responsible and sustainable consumption. © The Author(s), under exclusive licence to Springer-Verlag GmbH Germany, part of Springer Nature 2026.

Instituciones: Universidad Científica del Sur