Exploring Pathways to Sustainable Consumption Among Generation Z in Thailand Through a Configural Lens

Generation Z (Gen Z), the ‘sustainability generation’, drives higher education institutions (HEIs) to adapt to evolving environmental values. Understanding (Gen Z) sustainable consumption behaviours provides insights for HEIs aiming to embed sustainability in their values, policies and communications. This study uses configurational theorizing and fuzzy-set qualitative comparative analysis (fsQCA) with data from 117 Thai undergraduates to identify pathways linked to high and low sustainability behavioural intentions. Results show that individual and contextual factors shape these intentions. The findings offer theoretical, empirical and practical guidance for HEIs and policymakers to effectively promote sustainability and align with Gen Z’s expectations.