Generation Z's attitudes towards environmental changes and renewable electricity: Evidence based on the New Ecological Paradigm

Research background: The current energy crisis and the conflict in Ukraine have resulted in economies becoming more dependent on natural resources. Additionally, the European Green Deal mandates the achievement of carbon neutrality by 2050. It is widely acknowledged that Generation Z (Gen Z) is an influential segment of the society, whose action will determine the future path of sustainable development. Therefore, this generation should be the focus of research into environmental issues. Purpose of the article: The study sought to examine Polish Gen Z's attitudes toward environmental changes (EC) and renewable electricity (RE). As consumer's willingness to pay (WTP) for RE and EC attitudes are important variables in energy transition and policy, we investigated two research questions about the relationship between attitudes regarding EC and RE, and attitudes towards EC and WPT for RE. Methods: The sample included 799 respondents, who were surveyed. The New Ecological Paradigm (NEP) was used to determine attitudes toward EC. They were compared to evaluation and attitudes toward RE. The analysis included descriptive statistics, the Pearson correlation coefficient, Kruskal-Wallis analysis of variance, and a binary logistic regression model. Findings & value added: The research results indicated that Gen Z is aware of EC according to the NEP. However, NEP scores are strongly correlated with gender and the area of residence. Furthermore, there is a significant positive relationship between EC and evaluation of RE. Only half of respondents would be willing to pay more for RE. These results are dependent on gender and NEP scores. The contribution of this study is to test the assumption of the even distribution of renewable energy resources acceptance on a quantitative empirical basis. The results may be useful to policymakers and stakeholders who want to make environmental sustainability a priority during this time of energy crisis. As pro-ecological changes require human involvement, the results may have applications for improving educational and marketing campaigns dedicated to Gen Z.