Determinants of pro-environmental innovative behaviour: A comparison of three generations

The undeniable mutual relationship between the environment and the individual begins with the onset of human life. This human–environment relationship imposes, on every generation, the task of leaving behind a clean and sustainable environment. This study aims to investigate the determinants of pro-environmental innovative behaviours in a generational context. The study's findings provide valuable insights into the complex interplay of environmental awareness, creativity, risk-taking propensity, proactive coping and pro-environmental innovative behaviours of three generations (X, Y, Z). The results reveal substantial generational differences in the correlations between determinants such as environmental awareness, risk-taking, creativity and proactive coping. This implies that a tailored approach to encouraging innovative behaviours and environmental awareness may be required for each generation.