Nurturing Sustainability -FRG24-E-B38
Description
This study aims to identify the factors that shape sustainable consumer behavior and satisfaction with this behavior among Generation Z in the UAE. The model was empirically tested with partial least squares structural equation modeling (PLS-SEM) on 389 survey responses from Generation Z in the UAE.
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The data for all items in the constructs (See Table 2) were collected using a five-point Likert scale ranging from ‘strongly disagree’ (1) to ‘strongly agree’ (5). The question of the variable ‘promoting sustainable behavior on social media was’ How often do you use social media to promote the following behaviors? was assessed using a five-point scale, ranging from ‘never’ (1) to ‘regularly’ (5). Statistical software packages SPSS 24 and SMARTPLS were used for data analysis, including hypothesis testing and structural model development. In predictive research models, the use of Partial Least Squares (PLS) is recommended for theory development.
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Funding
American University of Sharjah
FRG24-E-B38