Shaping sustainable development of tomorrow: generation Z competencies, green consumption values and the role of knowledge acquisition sources

Purpose Based on studies combining sustainable development competencies and green consumption values, this paper aims to explore the relationship between Generation Z's sustainable development competencies and green consumption values and to determine how sources of sustainable knowledge acquisition moderate this relationship. Design/methodology/approach The data collected from 1,570 students were analyzed using structural equation modeling. Findings Our research confirms that sustainable development competencies positively and significantly impact Generation Z’s attitudes toward green consumption values. Furthermore, sources of sustainability knowledge acquisition moderate the relationship between sustainability literacy and Generation Z attitudes toward green consumption values. The findings suggest that the acquisition of sustainability knowledge from multiple sources is critical in shaping Generation Z attitudes toward green consumption values. Practical implications The key to increasing attitudes toward green consumption values among Generation Z is to provide access to sources of sustainable development knowledge acquisition. Adequate information support generated by sources of sustainable development knowledge acquisition can help shape attitudes toward green consumption values that translate into appropriate purchasing decisions. Social implications The survey indicates the significance of diversifying sources of sustainable development knowledge. Although the study received results suggest that Generation Z’s sustainable development competencies influence attitudes toward green consumption values, they allow us to note that much greater effects are generated when a variety of sources of sustainable development knowledge acquisition are used. Thus, it is desirable not only to communicate about sustainable development but also to tailor the sources of sustainable development knowledge acquisition to the audience’s expectations are desirable. Originality/value This study analyzes the relationships between sustainable development competencies and green consumption attitudes, thus filling the gap in sustainable development competencies research and broadening its scope. The results indicate the need to change attitudes through the development of competencies that should enable active and responsible participation in sustainability. At the same time, the research shows some links between green consumption and purchasing behavior, suggesting the influence of green consumption values and orientations on sustainable and environmentally friendly consumption.