Demographic Influences on Sustainable and Trend-Driven Consumption in the Netherlands

Abstract

This thesis investigates whether demographic characteristics influence consumers’ tendency towards responsible versus trend-driven consumption in the Netherlands. Although environmental awareness has increased, many consumers continue to engage in behaviours that conflict with their sustainability values. While prior research has examined these patterns in other national contexts, there is limited evidence on how demographic variables relate to consumption behaviour in the Dutch population. The study focuses on two key behavioural constructs. Responsible consumption refers to purchasing behaviour aimed at reducing environmental impact and supporting ethical production. Trend-driven consumption, in contrast, reflects behaviour shaped by marketing, peer influence, or the desire to own the latest version of a product, rather than by functional need. This behaviour is often shaped by social media and peer influence. The generational cohort theory provides the theoretical foundation for examining generational variation in behaviour. A mixed-methods research design was used. Primary data were collected through an online survey (N = 82) targeting Dutch residents from Generations X, Y, and Z. Respondents answered Likert-scale items measuring their consumption tendencies and demographic background. Responses were standardised, and statistical analyses, including t-tests, ANOVAs, and multiple linear regressions, were conducted to examine group differences. Secondary data from national sources were integrated to contextualise and support interpretation. The findings indicate that gender and income significantly relate to responsible consumption, with women and higher-income respondents reporting greater engagement. Generation and education significantly predict trend-driven consumption, with Generation Z and respondents with lower educational attainment showing higher scores. Income showed a marginal tendency towards trend-driven behaviour. Education did not significantly predict responsible consumption. These results suggest that demographic characteristics shape consumer tendencies in distinct ways, aligning partially with existing literature while also highlighting Dutch-specific dynamics. The study concludes that demographic factors are associated with consumer tendencies towards responsible and trend-driven behaviour. However, these variables explain only part of the variance. Additional influences, such as psychological factors, digital media exposure, and lifestyle values, likely play an important role. Limitations include the small, non-representative sample size and reliance on self-reported data. Despite these constraints, the research contributes exploratory insights relevant for sustainability marketing and public policy design. Future research should apply more representative and longitudinal methods to examine how demographic and psychological factors interact to shape responsible consumption.