An Analysis of the Influence of Gender and Generational Factors on Sustainable Consumption Patterns in the Urban Environment of Colombia

This study investigates sustainable consumption patterns across different generations (Centennials, Millennials, Generation X, and Baby Boomers) and genders in Colombia, an emerging country. Using a quantitative approach, a 38-item questionnaire was administered to 736 participants. Multinomial regression analysis revealed statistically significant differences in sustainable consumption patterns based on generation and gender. Generation Z prefers buying and extending the use of second-hand clothing, while Generation Y focuses on reducing excessive consumption. Generations X and Baby Boomers are motivated by preserving resources for future generations and researching sustainable products before purchasing. Women show a greater inclination toward sustainable consumption than men. These findings contribute to understanding generational and gender differences in sustainable consumption behaviors within an emerging market context.