Values, Intentions, and the Price of Sustainability: Explaining the Intention–Behaviour Gap Among Generation Z Consumers

The study explored the extent to which ecological values held by Generation Z translated into concrete purchasing behaviour when sustainability involved financial sacrifice. Using dataset of young adults (N = 1,687), the analysis examined psychological and contextual determinants of sustainable consumption, including environmental values, materialistic orientations, pro-environmental attitudes, purchase intentions, and willingness to pay (WTP). The results showed that ecological concern was moderately high among respondents; however, behavioural engagement and economic commitment decreased considerably along the decision pathway. Ecological values scored moderately high (M = 3.61), whereas willingness to pay remained lower (M = 3.12). Although environmental values were positively associated with favourable attitudes toward green products, and these attitudes encouraged purchase intentions, only a modest proportion of respondents reported paying more or consistently acting upon their expressed preferences. Price sensitivity emerged as a major inhibitor of ecological action, whereas frequent exposure to sustainability-related content on social media strengthened commitment. Overall, the findings provided empirical evidence for a persistent intention–behaviour gap among young consumers and demonstrated that sustainability-driven self-identification did not automatically translate into willingness to incur economic costs. Practical implications concerned the need for transparent price framing, credible ecolabelling, and media-based reinforcement of social norms promoting sustainable choices.