Is sustainable consumption overrated? Applying behavioral reasoning theory to understand the perceptions of Gen X, Millennials and Gen Z

Purpose This research aims to explore the effect of generational cohorts, namely, Generation X, Millennials and Generation Z, on sustainable consumption choices. Drawing on cues from Behavioral Reasoning Theory, this research examines the extent to which their underlying values, intuitions and reasoning processes drive intentions to adopt sustainable products. Design/methodology/approach The study primarily uses data collected from 476 consumers who have regularly purchased sustainable products (SPs) in the past two years. Participants were required to be at least 18 years old and to have bought SPs at least once a month during this period. Specifically, the screening criteria ensured a relevant sample of active SP consumers. The findings reveal significant links among the proposed drivers, providing valuable insights into the factors that influence sustainable consumption behavior. Findings The study demonstrates a strong link between consumer values and the reasons for using sustainable products, which significantly influence attitudes toward these eco-friendly options. In addition, intuitions emerged as a key factor affecting consumer attitudes in this context. Furthermore, reasons supporting SPs significantly impact consumer attitudes toward these products. In addition, subjective norms show a substantial effect on intentions to buy SPs. However, it is essential to note that the connection between reasons against SP usage and attitudes was not statistically significant. Originality/value This study expands the existing literature by investigating the influence of gender and generational cohorts toward sustainable product consumption – an area that still remains less explored. Unlike previous studies that treat consumers as a homogeneous group, this study reveals distinct variation in behavioral patterns, with women and millennials showing much stronger intentions to purchase SPs. By highlighting these demographic differences, the study deepens our understanding of consumer choices and provides practical insights for marketers seeking to develop more targeted, effective sustainability-focused strategies.