Sustainable Consumption behavior among Generation Z in Croatia: Understanding Actions and Attitudes in the Context of Global Ecological Challenges

Abstract Addressing growing environmental and economic pressures requires a better understanding of how younger consumers engage in sustainable consumption. This study examines sustainable consumption behavior among Generation Z in Croatia, focusing on the effects of unneeded consumption, saving orientation, and product reusability on environmentally sustainable behavior (ESB). A quantitative survey was conducted on a sample of 334 respondents, and the data were analyzed using confirmatory factor analysis and linear regression. The results reveal that unneeded consumption has no statistically significant effect on ESB, while saving orientation and product reusability positively influence pro-environmental behavior. These findings suggest that Croatian Gen Z consumers adopt sustainable practices primarily when they provide tangible economic or practical benefits. By integrating the Theory of Planned Behavior and the Value-Belief-Norm framework, the study contributes to understanding the role of economic pragmatism and moral motivation in shaping youth sustainability, offering context-specific insights for post-transition EU economies.