Exploring social mechanisms of intergenerational concern in consumer choices: the role of rational and emotional motivations

Purpose This study aims to explore the motivations behind consumer purchasing decisions that account for the well-being of future generations, with a particular focus on how rational and emotional drivers influence intergenerational concern. Design/methodology/approach Grounded in responsible environmental behaviour theory, we conducted a survey of a representative sample of Spanish consumers. The analysis focused on identifying the roles of rational and emotional motivations in shaping purchasing decisions related to intergenerational well-being. Confirmatory factor analysis, linear regression and latent class regression were used in the analysis. Findings The results reveal that while both rational and emotional drivers influence intergenerational concern, their effects are not uniform across the population. Instead, two distinct social mechanisms were identified, each linked to specific social contexts – one primarily driven by rational considerations, the other by emotional motivations. Originality/value This study provides novel insights into the systematic heterogeneity underlying intergenerational concern in consumer behaviour. It highlights the need for further cross-cultural and longitudinal research to understand the varying influence of rational and emotional drivers on sustainable consumption choices.