Sebastiaan Theodoré Jozephina Oberndorff 

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

 

 

 

 

 

 

 

 
  Vaasa 2025 

School of Management 
Master of Science in Economics and Business Administration 

Master's Degree Programme in International Business 
 



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UNIVERSITY OF VAASA 
School of Management 

Author: Sebastiaan Theodoré Jozephina Oberndorff 
Title of the thesis:  Demographic Influences on Sustainable and Trend-Driven Consump-

tion in the Netherlands 
Degree: Master of Science in Economics and Business Administration 
Discipline: Master's Degree Programme in International Business 
Supervisor: Eldrige de Melo  
Year: 2025 Pages: 80 

ABSTRACT: 
This thesis investigates whether demographic characteristics influence consumers’ tendency to-
wards responsible versus trend-driven consumption in the Netherlands. Although environmen-
tal 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 na-
tional 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 pur-
chasing 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 behav-
iour 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 sur-
vey (N = 82) targeting Dutch residents from Generations X, Y, and Z. Respondents answered 
Likert-scale items measuring their consumption tendencies and demographic background. Re-
sponses were standardised, and statistical analyses, including t-tests, ANOVAs, and multiple lin-
ear 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 consump-
tion. These results suggest that demographic characteristics shape consumer tendencies in dis-
tinct ways, aligning partially with existing literature while also highlighting Dutch-specific dynam-
ics. 
The study concludes that demographic factors are associated with consumer tendencies to-
wards responsible and trend-driven behaviour. However, these variables explain only part of the 
variance. Additional influences, such as psychological factors, digital media exposure, and life-
style values, likely play an important role. Limitations include the small, non-representative sam-
ple size and reliance on self-reported data. Despite these constraints, the research contributes 
exploratory insights relevant for sustainability marketing and public policy design. Future re-
search should apply more representative and longitudinal methods to examine how demo-
graphic and psychological factors interact to shape responsible consumption. 
 

KEYWORDS: responsible consumption, trend-driven consumption, consumer behaviour, de-
mographic characteristics, sustainability, generational theory, social influence, The Nether-
lands 



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Contents 

1 Introduction 7 

2 Literature Review 12 

2.1 Responsible Versus Trend-driven Consumption 12 

2.1.1 Responsible Consumption 13 

2.1.2 Trend-driven Consumption 14 

2.2 The Influence of Social Media and Marketing on Consumption Behaviour 16 

2.2.1 Influencer Marketing and Digital Advertising 16 

2.2.2 Psychological Effects and Consumer Decision-Making 18 

2.3 Demographic Influences on Consumer Behaviour 19 

2.3.1 Generation 20 

2.3.2 Gender 23 

2.3.3 Income 24 

2.3.4 Education 25 

2.3.5 Implications for Responsible Versus Trend-driven Consumption 26 

3 Methodology 27 

3.1 Research Philosophy 28 

3.2 Research Approach 29 

3.3 Research Strategy 29 

3.4 Time Horizon 30 

3.5 Data Collection and Analysis 31 

3.5.1 Survey Design and Data Collection 31 

3.5.2 Sampling Strategy and Scope 33 

3.5.3 Evaluation of Sample Representativeness 34 

3.5.4 Data Analysis 36 



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3.6 Ethics 38 

4 Results 40 

4.1 Sample Characteristics 40 

4.2 Descriptive Results on Consumption Behaviour 42 

4.3 Group Comparisons 42 

4.4 Group Differences in Consumption Behaviour by Demographics 43 

4.4.1 Generation 43 

4.4.2 Gender 43 

4.4.3 Education 44 

4.4.4 Income 44 

4.5 Regression Analysis 45 

5 Discussion 47 

5.1 Interpretation of Findings 48 

5.1.1 Generation 48 

5.1.2 Gender 49 

5.1.3 Income 49 

5.1.4 Education 50 

5.1.5. Intergenerational Influence 51 

5.2 Implications 51 

5.2.1 Theoretical Implications 51 

5.2.2 Practical Implications 55 

5.3 Limitations of the study 56 

5.4 Recommendations for Future Research 58 

5.4.1 Practical Recommendations 58 

5.4.2 Research Recommendations 58 



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6 Conclusion 60 

References 62 

Appendices 69 

Appendix 1. Sample Composition and Survey Item Distributions 69 

Appendix 2. Statistical Group Comparisons by Demographic Variables 76 

Appendix 3. Multiple Regression Analyses 78 

 

  



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TABLES 

Table 1. Survey Structure and Variables Measured.      31 

Table 2. Overview of Statistical Analyses Used in the Study.    36 

Table 3. Demographic Composition of Survey Respondents (N = 82).   41 

Table 4. Descriptive Statistics and Reliability for Composite Consumption Indices. 42 

Table 5. Group Differences in Consumption Behaviour by Demographics.  45 

Table 6. Overview of Observed Demographic Influences on Consumption Behaviour. 

           47

            

 

FIGURES 

Figure 1. Conceptual Framework of this Study.     10 

Figure 2. Population by Generation and Gender in the Netherlands (CBS, 2023). 34 

Figure 3. Distribution of Monthly Gross Income in the Netherlands (CBS, 2023). 35 

Figure 4. Highest Level of Education Obtained in the Netherlands (CBS, 2023). 36 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 



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1 Introduction 

Although awareness of climate issues is increasing, a clear discrepancy exists between 

consumer attitudes and actual behaviour. In the Netherlands, 58% of consumers believe 

their behaviour affects climate change, and two-thirds report knowing how to reduce 

their impact. Nevertheless, an equally large share (58%) acknowledges they should 

adopt a more climate-conscious lifestyle (Kloosterman et al., 2021). Sustainable con-

sumption behaviour is considered an important factor in addressing the environmental 

and social challenges associated with current consumption patterns. However, actual 

purchasing behaviour often fails to align with consumer intentions. 

Unsustainable consumption behaviour results in high resource use and waste genera-

tion. It also contributes to greenhouse gas emissions, environmental degradation, and 

resource depletion (Castano Garcia et al., 2021). In Sustainable Development Goal 12 

(SDG 12), the United Nations (UN) emphasises the importance of responsible consump-

tion behaviour and calls for structural changes to decouple economic growth from neg-

ative environmental impacts (Glavič, 2021). This includes reducing waste, improving re-

source efficiency and promoting sustainable consumption patterns (Ríos-Rodríguez et 

al., 2021). 

Consumer behaviour is influenced by different factors and can be defined in a variety of 

ways. Two definitions that are relevant in this research are responsible consumption and 

trend-driven consumption. Responsible consumption refers to a decision-making pro-

cess in which consumers make deliberate choices to reduce their environmental impact, 

support ethical production chains and promote sustainability in purchasing behaviour 

(United Nations, n.d.). This includes minimising waste, using resources more efficiently 

and selecting products and services that align with environmental, social and govern-

ance (ESG) principles.  

In contrast, trend-driven consumption is shaped by social, psychological and cultural fac-

tors, particularly through marketing and social media (Arora & Rajan, 2024). The concept 

is related to the purchase of products and services that express status, identity or social 



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acceptance, rather than exclusively fulfilling functional needs. Decisions are often driven 

by perceptions of trends, group norms and brand positioning, without direct considera-

tion of product necessity or sustainability. 

Trend-driven consumption is shaped partially by the influence of social media, which 

increases consumer exposure to targeted marketing and facilitates social comparison. 

Pellegrino et al. (2022) found that the intensity of social media use was associated with 

compulsive, impulsive, and status-oriented purchasing behaviours. Materialism medi-

ated this relationship, with individuals showing higher levels of materialism being more 

susceptible to consumption pressure in digital environments. These pressures are rein-

forced by the constant presence of new trends and the portrayal of products as indica-

tors of social status. Although consumer attitudes towards social media content appear 

to have limited direct influence, high engagement with social platforms is linked to a 

stronger propensity for trend-driven purchasing. 

Studies across various countries have shown that demographic characteristics, such as 

gender, age, income, and education level, influence consumption behaviour. Gender, 

for example, has been associated with more pro-environmental attitudes, with women 

often reporting stronger concern for sustainability-related issues (Panzone et al., 2016). 

However, this pattern does not always translate into actual behaviour. This may be due 

to social desirability bias, where individuals act in a socially acceptable manner rather 

than expressing their true behavioural intentions. Education level has similarly been 

linked to greater sustainability awareness and a higher likelihood of engaging in respon-

sible consumption (Chekima et al., 2016). According to Geiger et al. (2018), education 

increases environmental awareness, while income plays a role in enabling access to sus-

tainable products. Age and income have also been shown to affect preferences for or-

ganic or high-quality goods (Mancini et al., 2017). Nevertheless, the results from re-

search conducted in other countries cannot be directly applied to the Dutch context, as 

the demographic composition, norms, values, and consumer behaviour differ in each 

country. 



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To better understand the relationship between demographics and consumption behav-

iour, this study applies the Generational cohort theory (GCT), developed by Strauss and 

Howe (1991). The theory suggests that individuals born within the same historical period 

tend to develop shared values and consumption patterns shaped by common social, 

economic, and political influences. According to Strauss and Howe (1991), societal 

events shape generational characteristics, which in turn influence consumer behaviour. 

These generational characteristics provide a conceptual basis for considering generation 

as a relevant variable in the analysis of consumption behaviour. 

Demographic factors interact with broader societal and cultural influences rather than 

acting independently. Research by the Netherlands Institute for Social Research (SCP, 

2019) indicates that while cultural identity in the Netherlands is broadly shared across 

demographic groups, variations exist based on education level, income, and generation. 

For example, higher-educated individuals tend to prioritise civic freedoms and open-

ness, whereas those with different educational backgrounds may place greater empha-

sis on tradition and national identity. 

Previous research has primarily focused on the relationship between demographic char-

acteristics and consumption behaviour, as well as the contrast between responsible and 

trend-driven consumption in other contexts. However, as most of these studies were 

conducted outside the Netherlands, little is known about how these dynamics occur 

within the Dutch context. In particular, it remains unclear whether demographic char-

acteristics such as age, gender, education, and income are related to responsible or 

trend-driven consumption in the Netherlands. This constitutes both a practical and the-

oretical research gap. Addressing this gap can inform companies seeking to target con-

sumers more effectively and support policymakers aiming to promote sustainable con-

sumption practices. It also contributes to the academic literature by providing context-

specific insights into how demographic factors may influence the tendency towards re-

sponsible and trend-driven consumption behaviours. 



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To address this gap, the study investigates the following research question: ‘’Do demo-

graphic characteristics influence consumers’ tendency towards responsible consumption 

versus trend-driven consumption in the Netherlands?’’ 

 

Figure 1. Conceptual Framework of this Study. 

 

To answer this question, the research pursues the following objectives: 

➢ To examine the relationship between age, gender, education level, and income 

and consumers’ reported consumption behaviour. This analysis provides the 

foundation for understanding whether and how demographic factors shape con-

sumption tendencies. 

➢ To identify which demographic characteristics, if any, are associated with a 

stronger tendency towards responsible or trend-driven consumption. This helps 

clarify which groups are more likely to engage in sustainable or trend-driven be-

haviours, addressing the gap in the Dutch context. 

➢ To provide insights for companies to effectively target different demographic 

groups and apply these insights in practice, encouraging responsible consump-

tion. This ensures that the research generates practical value by informing tar-

geted approaches to sustainable consumption. 



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To analyse the relationship between demographic characteristics and consumption be-

haviour in the Netherlands, a quantitative research design was used. Data were col-

lected through a survey, in which respondents were questioned about their consump-

tion patterns, attitudes and socio-economic characteristics. In addition, secondary data 

was used to validate trends within the population and reinforce the context of the pri-

mary data. The results were analysed statistically to identify links between responsible 

and trend-driven consumption. 

This thesis consists of several chapters that collectively answer the research question. 

First, the literature review analyses existing theory and relevant studies on responsible 

and trend-driven consumer behaviour, with a focus on the influence of demographic 

characteristics and social media. This provides the theoretical basis for the research and 

places the study in a broader context. Next, the methodology chapter explains the re-

search design, describing the data collection, analysis methods, and ethical considera-

tions. After this, the results chapter presents the findings, systematically analysing the 

data and identifying relevant patterns. The discussion interprets these findings in rela-

tion to the existing literature and outlines the theoretical and practical implications of 

the study. In addition, it addresses the study’s limitations and reflects on possible expla-

nations for the outcomes. The conclusion summarises the main insights and answers the 

research question based on the results obtained. Finally, the references and appendices 

are presented: the references list all sources consulted according to APA and University 

of Vaasa writing guidelines, and the appendices include additional materials. 

 

 

 

 



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2 Literature Review 

This study analyses the relationship between demographic characteristics and consump-

tion behaviour in the Netherlands, specifically focusing on responsible and trend-driven 

consumption. This research question has not yet been directly addressed, which limits 

the extent to which the study can build on existing literature. The literature review 

therefore aims to develop a theoretical framework and define the key concepts. In ad-

dition, it examines theoretical models and international research related to the relation-

ship between demographic factors and these two consumption patterns, to identify po-

tential trends that may emerge during data collection in the Dutch context. Given the 

lack of prior studies in the Dutch context and the limited availability of statistically sig-

nificant datasets, this study adopts an exploratory approach to examine whether demo-

graphic factors are associated with responsible and trend-driven consumption patterns. 

Existing research mainly focused on the influence of demographic characteristics on con-

sumption behaviour or on the comparison between responsible and trend-driven con-

sumption in other contexts. However, there is limited literature available on how these 

dynamics occur specifically in the Netherlands. This constitutes a research gap, as a bet-

ter understanding of consumption behaviour in the Netherlands could be relevant for 

companies focusing on sustainable consumption and for policymakers developing strat-

egies to promote responsible consumer behaviour. 

 

 

2.1 Responsible Versus Trend-driven Consumption 

This section defines and contrasts two forms of consumer behaviour: responsible con-

sumption and trend-driven consumption. These concepts form the basis for examining 

how different demographic groups engage with consumption practices. 

 

 



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2.1.1 Responsible Consumption 

The definition of responsible consumption in this study is based on the United Nations 

(UN) Sustainable Development Goal 12 (SDG 12), which focuses on sustainable con-

sumption and production. SDG 12 is part of the 2030 Agenda for Sustainable Develop-

ment, adopted in 2015, which includes 17 goals aimed at achieving global sustainability 

(United Nations, n.d.). 

The concept of sustainable consumption and production was first outlined in the Johan-

nesburg Plan of Implementation at the World Summit on Sustainable Development in 

2002. It was identified as one of the three essential goals for sustainable development, 

besides poverty reduction and the sustainable management of natural resources. 

SDG 12 highlights the need for collaborative efforts among governments, international 

organisations, businesses, and individuals to move towards sustainable consumption. 

These efforts involve changing unsustainable production and consumption patterns and 

promoting efficient resource use. Developed countries are acknowledged as leading ac-

tors in this transition, considering their influence and capacity and the needs of devel-

oping countries. 

From the consumer perspective, responsible consumption refers to making conscious 

purchasing decisions that aim to reduce environmental impact, support ethical prac-

tices, and promote sustainability. It focuses on reducing waste, limiting natural resource 

use, and selecting products that align with environmental, social, and governance (ESG) 

principles. According to SDG 12, this behaviour contributes to sustainable consumption 

patterns and requires both individual and collective efforts (UN, n.d.). 

Consumer practices associated with responsible consumption as mentioned in SDG 12 

include: 

➢ Reducing waste and food loss: Efficient use of products, avoiding unnecessary 

waste, and participating in food-sharing initiatives to minimize post-consumption 

losses (UN, n.d., Target 12.3). 



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➢ Prioritising sustainability in purchasing: Choosing products with minimal envi-

ronmental impact, such as second-hand goods, reduced packaging, and ethically 

produced items (UN, n.d., Targets 12.5 and 12.6). 

➢ Adopting sustainable lifestyles: Using reusable items, supporting local busi-

nesses, and making informed decisions that prioritise long-term sustainability 

over short-term convenience (UN, n.d., Target 12.8). 

➢ Advocating for accountability: Supporting businesses with sustainable practices 

and avoiding those that contribute to negative environmental impacts (UN, n.d., 

Target 12.c). 

Responsible consumption is not limited to individual choices but reflects a mindset 

where ethical and sustainable values are integrated into daily life. It contributes to global 

goals such as reducing climate change, reducing inequality, and supporting the circular 

economy. 

 

 

2.1.2 Trend-driven Consumption 

Trend-driven consumption, as defined in this study, refers to consumer behaviour driven 

by social influence, marketing, or the desire to own the latest version of a product, ra-

ther than by functional need. This behaviour is shaped by psychological, social, and cul-

tural factors, and is strongly influenced by trends and marketing strategies. Unlike re-

sponsible consumption, which emphasises utility and environmental concern, trend-

driven consumption centres on the symbolic aspects of products, including status, iden-

tity, and group belonging. Arora and Rajan (2024) offer a conceptual perspective on this 

phenomenon, highlighting how triggers such as symbolic identity, social comparison, 

and FOMO contribute to trend-driven consumption. Although their approach is theoret-

ical rather than empirical, it provides a relevant insight for understanding the cultural 

mechanisms underlying consumer behaviour in digitally mediated environments.  

Trend-driven consumption corresponds partially with hedonic consumption. Hedonic 

consumption refers to the use of products primarily for sensory or emotional pleasure 



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rather than practical purposes (Hirschman & Holbrook, 1982). This includes the pursuit 

of pleasure, self-expression, and social approval through consumption choices based on 

aesthetics and newness. This concept aligns with a broader consumer culture in which 

individuals use consumption to define and communicate their personal identity. 

Conspicuous consumption also exhibits similarities with trend-driven consumption. Con-

spicuous consumption involves purchasing goods to primarily display wealth and social 

status, rather than to fulfil practical needs (O'Cass & McEwen, 2004). Consumers en-

gaged in this behaviour choose products with recognisable social significance, aiming to 

spread prestige and gain social validation (Iyer et al., 2020). Similarly, trend-driven con-

sumption may be motivated by a desire for social approval, as status is not derived solely 

from the possession of a product, but from how it is perceived by others and the social 

recognition it generates (Mason, 1984). 

Together, the concepts of hedonic and conspicuous consumption, help explain the driv-

ers of trend-driven behaviour. These drivers contrast with the practical and ethical mo-

tivations behind responsible consumption. This contradiction shows how different be-

haviours exist in today’s society. While some consumers are driven by the desire for 

status, novelty, and social approval, others prioritise sustainability and ethical aspects 

when making purchasing decisions. 

While responsible and trend-driven consumption have been examined individually in 

previous studies, few have examined how different demographic characteristics influ-

ence the tendency towards them. Additionally, there is limited research applying these 

concepts specifically in the Dutch context. This study addresses this gap by investigating 

the relationship between demographic factors and the tendency towards responsible 

versus trend-driven consumption among consumers in the Netherlands. 

 

 



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2.2 The Influence of Social Media and Marketing on Consumption Behav-

iour 

Social media and marketing strategies have become central to understanding contem-

porary consumption behaviour. Digital platforms not only shape consumer preferences 

through advertising and influencer content but also reinforce psychological and emo-

tional drivers of purchasing decisions. This section examines how social media and mar-

keting contribute to trend-driven consumption, with a particular focus on influencer 

marketing, digital advertising, and the psychological mechanisms that influence deci-

sion-making. 

 

 

2.2.1 Influencer Marketing and Digital Advertising 

Social media and influencer marketing are considered influential factors in trend-driven 

consumption. Social media platforms serve as channels for spreading trends and shaping 

consumer decisions. Social media influencers (SMIs), individuals with large followings 

who share content about their lifestyle or products, are perceived as credible and en-

gaging sources of information and inspiration (Chan, 2022). Research based on survey 

data from Facebook users aged 15-35 shows that the credibility and authenticity of in-

fluencers directly affect consumer attitudes and buying intentions (Schivinski & 

Dabrowski, 2016). While the study is limited to a single platform and relies on self-re-

ported data, it is relevant for understanding how digital endorsement influences 

younger consumers. 

The social default theory provides an explanatory model for how consumers are influ-

enced by social media (Ki et al., 2022). According to this theory, consumers who are 

uncertain about their preferences tend to unconsciously adopt the choices of others. 

When consumers see influencers using a product, they perceive it as desirable and are 

more likely to emulate the behaviour (Huh et al., 2014). As a result, consumption is 

driven by what consumers see on social media, even without a genuine need for these 

products. 



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The increasing influence of social media reflects a a change in consumer culture, in which 

consumer behaviour plays an important role in identity formation and social positioning. 

Whereas consumers were previously influenced mainly by traditional marketing chan-

nels such as television and print media, they are now influenced by personalised digital 

content and social interactions. This change not only affects individual purchasing deci-

sions but also contributes to broader social issues such as sustainability and overcon-

sumption. 

These increasing influences can lead to consumer dissatisfaction by making individuals 

feel that their current possessions are outdated or inadequate. Brands promote new 

collections, limited editions, and exclusive products, encouraging ongoing consumption 

and frequent replacement behaviours (Arora & Rajan, 2024). This marketing approach 

supports a cycle of impulsive and short-term purchases driven by the desire to maintain 

social acceptance and keep up with trends. 

Moreover, trend-driven consumption contributes to consumerism, the cultural ten-

dency to pursue happiness and success through material goods. Continuous exposure 

to advertisements and influencer content provides constant incentives for consumers 

to purchase products (Schivinski & Dabrowski, 2016). Research by Frick et al. (2020), 

based on self-reported data from a representative German sample, suggests that fre-

quent exposure to online content about fashion, digital devices, and travel increases 

consumer aspirations and purchasing behaviour in these areas. Although the study fo-

cuses on an older demographic (average age of 46) and cannot establish causal relation-

ships, it provides relevant empirical insights into how online environments reinforce ma-

terial aspirations. Fashion and electronics content, in particular, drive purchases through 

a perceived need for newer versions, even when existing products remain functional. In 

contrast, travel-related content increases aspiration but does not always lead to imme-

diate consumption, due to higher costs and planning requirements (Frick et al., 2020). 

Influencer marketing is especially influential among younger consumers, who tend to 

view influencers as more authentic and trustworthy than traditional celebrities (Hu et 

al., 2019). These younger consumers prefer user-generated content and peer 



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recommendations over traditional advertisements, suggesting that their purchasing de-

cisions are increasingly shaped by the desire to fit in and approval from others. Based 

on survey data collected from Sina Weibo users in China, Hu et al. (2019) found that 

social commerce activities, such as live shopping events and interactive brand engage-

ment, further promote impulsive purchasing behaviours. While the study's cultural and 

platform specificity, relatively small sample size (N = 303), and reliance on self-reported 

data limit its generalisability, it offers a useful insight into how emotionally driven and 

peer-influenced digital environments shape consumer behaviour among younger, digi-

tally engaged users. 

 

 

2.2.2 Psychological Effects and Consumer Decision-Making 

As previously mentioned, social media influences impulsive purchasing behaviours, es-

pecially among younger consumers. Exposure to social media intensifies material aspi-

rations and spending through psychological mechanisms such as peer influence, Fear of 

Missing Out (FOMO), anxiety about missing rewarding experiences, and interactive 

shopping experiences (Frick et al., 2020). Younger consumers (aged 18-29) are particu-

larly susceptible to impulse buying, driven by trends on platforms like Instagram, TikTok, 

and WeChat. Digital marketing features, such as limited-time offers and personalised 

recommendations, accelerate purchasing decisions. 

Impulse buying is also related to emotional factors, as consumers may engage in "retail 

therapy" or make instant gratification purchases to improve their mood or well-being 

(Hu et al., 2019). Digital payment methods, including "Buy Now, Pay Later" (BNPL) ser-

vices, further reduce psychological barriers to spending, making impulse purchases eas-

ier. Such strategies exploit consumers’ emotional vulnerabilities, leveraging impulse and 

aspiration to drive behaviour, undermining conscious or sustainable decision-making. 

Social media marketing effects vary among demographic groups, with Generation Z 

demonstrating the highest engagement levels. Generation Z spends an average of 162 

minutes daily on social media, compared to 127 minutes for Generation Y and 95 



19 

 

minutes for Generation X (van der Veer et al., 2025). Thus, social media marketing might 

influence Generation Z's consumption behaviours more strongly, although further re-

search is needed to confirm this. 

Higher-income individuals are also prone to impulse purchases, particularly within the 

luxury goods market. These purchases are often motivated by trends rather than neces-

sity, since consumers typically own functional alternatives already. Luxury brands often 

use artificial scarcity, such as limited-edition releases, to create urgency and exclusivity, 

encouraging consumers to purchase new items (Frick et al., 2020). This marketing strat-

egy shows how perceived needs can drive non-essential consumption. 

While sustainability-related content on social media raises ethical consumption aware-

ness, it does not significantly reduce material desires or overall consumption (Frick et 

al., 2020). This suggests that despite recognizing sustainability concerns, consumers re-

main primarily driven by psychological factors linked to social media use. 

In summary, social media marketing significantly shapes consumer behaviour through 

influencer engagement, digital advertising, and psychological mechanisms such as social 

validation and emotional responses. Younger and higher-income consumers are espe-

cially susceptible to trend-driven consumption. Although sustainability messaging can 

raise awareness, it does not necessarily influence underlying material desires, underlin-

ing the role of digital marketing in shaping consumption patterns. 

 

 

2.3 Demographic Influences on Consumer Behaviour 

Consumption behaviour is shaped by several demographic variables (Grunert et al., 

2014; Hartikainen et al., 2014; Wong et al., 2020). These factors influence not only atti-

tudes towards for example sustainability but also the extent to which consumers trans-

late those attitudes into responsible or trend-driven purchasing behaviours. The follow-

ing subparagraphs examine how each demographic factor contributes to this dynamic. 

 



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2.3.1 Generation 

The Generational cohort theory was introduced by William Strauss and Neil Howe in 

their book Generations: The History of America’s Future, 1584 to 2069. They describe it 

as a “recurring dynamic of generational behaviour that seems to determine how and 

when we participate as individuals in social change or social upheaval” (Strauss & Howe, 

1991, p. 8). The theory assumes that generations follow a recurring cycle influenced by 

historical and social events, shaping their collective behaviour and values. The authors 

define a generation as a cohort of individuals born within a span of approximately 22 

years, moving through distinct life stages in a continuous cycle (Strauss & Howe, 1991, 

p. 34). Generations develop unique “peer personalities”, formed by their shared experi-

ences during critical developmental years, particularly in response to major societal 

changes (Strauss & Howe, 1991, p. 32). These collective traits influence attitudes to-

wards consumption, social structures, and economic behaviours. 

Generations do not exist in isolation but are part of a constantly shifting “generational 

constellation,” where each cohort moves through distinct life phases, influencing socie-

tal dynamics as they age (Strauss & Howe, 1991, p. 31). This cyclical progression corre-

sponds with historical "turnings", defined as four recurring societal phases: the High, the 

Awakening, the Unraveling, and the Crisis (van Eck Duymaer van Twist & Newcombe, 

2021). Each turning shapes generational attitudes towards institutions, individualism, 

and stability, which in turn affect consumer behaviours and broader economic patterns. 

This study uses a classification of generations, defining Generation X (1965-1980), Gen-

eration Y (1981-1996), and Generation Z (1997-2012) based on established timelines in 

the literature (Artese, 2019). Each generation is shaped by the economic, technological, 

and cultural environment of its formative years, which in turn influences its consump-

tion patterns. 

➢ Generation X (1965-1980): Born during a period of economic instability, influ-

enced by the oil crisis and growing dissatisfaction with the limitations of capital-

ism, this cohort was the first to grow up in a mass consumerist society, shaping 

long-term consumption patterns (Artese, 2019). Exposure to economic 



21 

 

fluctuations and shifting market dynamics influenced purchasing behaviours, 

contributing to the commercialization of everyday life and changing traditional 

consumption habits. 

➢ Generation Y (1981-1996): Raised in a digital and globalized world, this genera-

tion (Millennials) experienced shifts in consumer behaviour due to the adoption 

of social media, e-commerce, and instant access to information (Artese, 2019). 

Their engagement with digital platforms increased expectations of speed, con-

venience, and accessibility, making functional and efficiency-driven consump-

tion a defining characteristic (Artese, 2019). The integration of technology into 

various aspects of daily life further reinforced the demand for seamless digital 

experiences in purchasing decisions. 

➢ Generation Z (1997-2012): Having grown up in an era of advanced technology 

and social networking, Generation Z exhibits a consumption pattern connected 

to digital interactions (Artese, 2019). Unlike previous cohorts, online engage-

ment is not only an extension of social life but a fundamental aspect of identity 

and purchasing behaviour. Early observations indicate a growing emphasis on 

collaborative economy models, environmentally conscious purchasing, and sus-

tainability-driven decisions. However, as this group remains in its formative 

years, it is uncertain whether these preferences will persist into adulthood. 

While the Generational cohort theory has been widely applied, it has also been subject 

to criticism. Some scholars argue that the theory tends to overgeneralize generational 

traits, potentially overlooking intra-generational diversity. Others question its cultural 

specificity, as it was primarily developed based on American historical cycles, with lim-

ited empirical validation across different socio-economic and cultural contexts. Addi-

tionally, critics suggest that generational boundaries, while useful for analysis, may only 

partially account for variations in behaviour caused by individual socio-economic status, 

race, or regional differences (van Eck Duymaer van Twist & Newcombe, 2021). More 

recent research suggests that generational transitions are now occurring at a faster 

pace, driven by factors such as technological innovation, globalization, and the wide-

spread influence of social networks (Candelo et al., 2017). These rapid changes intensify 

the behavioural contrasts between cohorts, making generational segmentation increas-

ingly significant when examining consumption patterns in digital and sustainability-

driven contexts. 



22 

 

Younger consumers, particularly Generation Z, are often perceived as more environmen-

tally conscious. However, this perception does not always align with their actual pur-

chasing behaviour. While this generation shows high Corporate Social Responsibility 

(CSR) purchase intention, partially driven by exposure to sustainability discourse and so-

cial responsibility campaigns, financial constraints may limit their ability to act on these 

intentions (Casalegno et al., 2022). Despite relying on self-reported data from an Italian 

sample, which introduces potential social desirability bias and limits cross-cultural gen-

eralisability, the study remains relevant to this thesis due to its focus on generational 

differences in responsible consumption drivers, aligning with the adopted conceptual 

framework. 

In contrast, Generation X appear more likely to purchase sustainable products, influ-

enced by factors such as environmental concern and perceived consumer effectiveness, 

defined as the belief that individual actions can contribute to positive environmental 

impact (Albayrak et al., 2011; Casalegno et al., 2022). This aligns with findings from 

Grunert et al. (2014), who observed that older individuals tend to express greater con-

cern for sustainability, even though this concern may not always translate into frequent 

or informed sustainable product use. Further complicating this picture, Shuai et al. 

(2014) found that consumers over 50 exhibited low awareness of low-carbon products 

and a limited willingness to adopt them, suggesting that environmental concern does 

not necessarily indicate openness to innovation or new product formats. 

These findings emphasize a broader pattern: a persistent gap between environmental 

intention and actual behaviour across age groups. While some studies suggest that 

younger generations demonstrate stronger environmental attitudes, such as Bulut et al. 

(2017), who found that Generation Z engaged in lower levels of unnecessary consump-

tion compared to older cohorts, other studies report no significant age-related differ-

ences. For instance, Canavari and Coderoni (2019) found no clear association between 

age and willingness to pay for sustainable products.  

Additionally, environmental citizenship behaviours, such as watching environmental 

documentaries or participating in sustainability discussions, have been shown to 



23 

 

influence sustainable purchasing decisions among Generations Y and Z, but not among 

Generation X (Casalegno et al., 2022). While this highlights the potential impact of value-

driven engagement among younger cohorts, this study does not aim to investigate the 

underlying mechanisms behind such behaviours, but rather to identify potential rela-

tionships between demographic characteristics and consumer tendencies. 

 

 

2.3.2 Gender 

Gender may also influence consumption behaviour. Studies have shown that women 

exhibit a stronger preference for sustainable products than men, particularly in Gener-

ation Y and Generation Z (Casalegno et al., 2022). The study further shows that gender 

only significantly influences CSR purchase intention within these younger generations, 

suggesting that generational context moderates the role of gender in sustainable behav-

iour. This aligns with findings from other research indicating that women are more likely 

to prioritise sustainability attributes over other product factors such as price and quality 

(Hartikainen et al., 2014). Similarly, Grunert et al. (2014) found that women express 

greater concern about sustainability and report using eco-labels more frequently than 

men. Although this was not accompanied by a higher level of understanding, indicating 

a possible gap between engagement and comprehension. 

Conversely, men, particularly younger individuals, tend to be more price-sensitive and 

less inclined to pay a premium for sustainable products (Koistinen et al., 2013). This cor-

responds with findings from Canavari and Coderoni (2019), who observed that men 

were less willing to pay for products with reduced carbon footprints. However, gender-

based differences in sustainable purchasing are not consistent across all contexts. For 

example, Shuai et al. (2014) found that men exhibited a stronger willingness to pay for 

low-carbon products, suggesting that such differences may depend on product type and 

cultural setting. Moreover, research by Wong et al. (2020) indicates that within male 

consumer groups, individuals with strong pro-environmental attitudes, often referred to 

as "green advocates", can play a role in promoting sustainable consumption. This 



24 

 

suggests that gender effects are influenced not only by demographics but also by per-

sonal environmental awareness and peer influence. 

Beyond sustainable consumption, gender may also shape broader consumption tenden-

cies. Research suggests that women tend to place greater importance on the symbolic 

and emotional dimensions of consumption, whereas men are more likely to adopt a 

functional or utilitarian approach to purchasing (Dholakia, 1999; Gąsiorowska, 2011). 

This suggests that gender may moderate trend-driven consumption, with female con-

sumers potentially more responsive to status- and image-related consumption patterns. 

 

 

2.3.3 Income 

Income is a determining factor of willingness to pay (WTP) for sustainable products. For 

instance, Zhao et al. (2018) found that low-income consumers in Chengdu, China 

(monthly income below 1500 RMB) showed significantly lower WTP for carbon-labelled 

milk, suggesting that the essential nature of certain goods may decrease income sensi-

tivity. However, this study's geographic and sample limitations, as well as the unfamili-

arity with carbon labelling at the time, constrain the generalisability of its findings. Sim-

ilarly, Shuai et al. (2014) reported a notable difference between low- and high-income 

groups in China, with WTP for low-carbon products significantly increasing with income. 

In the European context, Canavari and Coderoni (2019) found a positive correlation be-

tween income and WTP for low-carbon products in Italy, supporting the notion that fi-

nancial capacity plays a central role in responsible consumption. However, their study is 

limited by a non-representative online sample and the hypothetical nature of the pur-

chasing scenarios, which may affect the reliability of reported preferences. Van Loo et 

al. (2011), using a choice experiment in Arkansas, also found that higher-income con-

sumers expressed greater willingness to pay for organic products. While based on a spe-

cific regional context, their methodology offers early evidence of how income potentially 

shapes sustainable choices across consumer segments. 



25 

 

Financial capacity enables consumers to afford the price premium often associated with 

sustainable products, reinforcing the positive correlation between income and respon-

sible consumption (Casalegno et al., 2022). Younger consumers (Generation Z), despite 

their environmental concern, often face financial constraints that prevent them from 

purchasing sustainable products. Even when they express high CSR purchase intention, 

they may still be unable to afford these options (Casalegno et al., 2022). This suggests 

that while environmental awareness is growing across generations, affordability re-

mains a potential barrier to sustainable purchasing, particularly among younger gener-

ations. 

 

 

2.3.4 Education 

Although education is often linked to greater environmental awareness, it does not con-

sistently translate into higher WTP for sustainable products. Grunert et al. (2014) found 

that individuals with higher education levels were more likely to use sustainability labels, 

but this increased use did not necessarily reflect deeper understanding or lead to con-

sistent responsible purchasing behaviour. Zhao et al. (2018) and Shuai et al. (2014) also 

reported that education positively influenced WTP for carbon-labelled or low-carbon 

products in the Chinese context, attributing this to stronger environmental awareness 

and higher informational literacy. However, the generalisability of these findings may be 

limited due to the controlled experimental conditions and culturally specific settings. In 

contrast, Canavari and Coderoni (2019), analysing Italian consumers, found no signifi-

cant effect of education on WTP, suggesting that the relationship between education 

and sustainable consumption may not be universal. 

Casalegno et al. (2022) further emphasise that environmental citizenship has a signifi-

cant influence on sustainable purchasing, particularly among younger generations. This 

form of citizenship is defined as active engagement with sustainability-related media 

and discussions. This indicates that the way environmental knowledge is shared or 



26 

 

communicated may play a more determining role than educational attainment alone in 

shaping consumer behaviour. 

 

 

2.3.5 Implications for Responsible Versus Trend-driven Consumption 

The reviewed literature suggest that demographic factors influence consumers’ ten-

dency towards responsible or trend-driven consumption. Older consumers, particularly 

those with higher incomes, are more likely to exhibit responsible consumption patterns, 

with their purchasing decisions more strongly influenced by environmental concern and 

the belief that their actions make a difference (i.e., perceived consumer effectiveness). 

In contrast, younger consumers, despite their strong engagement with sustainability dis-

course, often exhibit trend-driven consumption behaviour, as their purchasing decisions 

are shaped by social influence rather than financial ability (Casalegno et al., 2022). Ad-

ditionally, while education may increase environmental awareness, it does not consist-

ently translate into higher WTP for sustainable products, suggesting that environmental 

knowledge must be actively reinforced through targeted communication strategies. It is 

important to note that this study does not seek to explain the underlying psychological 

or cultural mechanisms driving these behaviours, but rather to identify potential rela-

tions between demographic characteristics and consumer tendencies towards either re-

sponsible or trend-driven consumption.  

 

 

 

 

 



27 

 

3 Methodology 

Scientific research typically adopts either a qualitative or a quantitative methodology. 

While both approaches share fundamental research principles, they differ in terms of 

data collection, analysis techniques, and philosophical orientation. Qualitative research 

relies on textual or visual data and is used to explore complex social phenomena in 

depth, often through interviews, observations, or open-ended data (Creswell & Cre-

swell, 2023). Quantitative research, in contrast, focuses on the systematic measurement 

or manipulation of variables, using numerical data to answer theory-driven questions 

and test hypotheses. This approach is grounded in a positivist paradigm, emphasizing 

objectivity, replicability, and statistical analysis (Creswell & Creswell, 2023). 

Although these two methodologies can be used independently, they may also be inte-

grated in a mixed-methods research design. A mixed-methods approach combines the 

numerical strength of quantitative data with the contextual depth of qualitative or sec-

ondary information, thereby improving the overall validity and richness of the analysis 

(Creswell & Creswell, 2023).  

This study initially intended to rely primarily on quantitative primary data collected via 

an online survey. The goal was to examine the relationship between demographic char-

acteristics and consumers’ tendency towards responsible versus trend-driven consump-

tion in the Netherlands. However, due to the limited number of responses collected at 

the time of writing, caused by time constraints and the absence of institutional support 

typical of master’s-level research, the research design was adapted to follow a mixed-

methods approach. 

While the inclusion of secondary sources aimed to contextualise and triangulate the 

findings, these sources vary in scope, methodology, and data collection period. This lim-

its the extent to which direct comparisons with the primary data can be made. 

To complement the survey results and strengthen the validity and interpretability of the 

findings, relevant secondary data sources were incorporated into the analysis. These in-

clude demographic statistics from the Dutch national bureau (CBS) to contextualise the 



28 

 

sample, as well as comparative frameworks and studies from existing literature. Alt-

hough these secondary sources are not methodologically identical to this study, they 

provide useful reference points to triangulate and interpret the results. 

 

 

3.1 Research Philosophy 

Research philosophy is defined as "a system of beliefs and assumptions about the de-

velopment of knowledge" (Saunders et al., 2023, p. 131). It establishes the foundational 

principles that guide the research process and influences methodological choices. Ac-

cording to Saunders et al. (2023), research assumptions can be categorized into three 

types: ontology, epistemology, and axiology. 

Ontology concerns the nature of reality, and the assumptions researchers make about 

how the world operates (Saunders et al., 2023). Epistemology, on the other hand, per-

tains to the nature of knowledge, including what is considered valid and acceptable 

knowledge, as well as how it can be communicated (Burrell & Morgan, 2016). Axiology 

focuses on the role of values and ethics in research, considering how researchers' per-

spectives and ethical considerations influence the study (Saunders et al., 2023). 

Different research philosophies align with these assumptions, including positivism, in-

terpretivism, realism, and pragmatism (Saunders et al., 2023). Positivism reflects "the 

philosophical stance of the natural scientist and entails working with an observable so-

cial reality to produce law-like generalisations" (Saunders et al., 2023, p. 145). In con-

trast, interpretivism emphasizes the creation of meaning by individuals, emphasizing 

that ‘’humans are different from physical phenomena because they create meaning’’ 

(Saunders et al., 2023, p. 150). Critical realism, meanwhile, "focuses on explaining what 

we see and experience, in terms of the underlying structures of reality that shape the 

observable events" (Saunders et al., 2023, pp. 148-149). Lastly, pragmatism maintains 

that concepts are only significant when they support action, prioritizing practical solu-

tions over rigid adherence to philosophical paradigms (Kelemen et al., 2008). 



29 

 

This study uses a positivist research philosophy, as it relies on empirical data. This data 

is used to identify patterns and relationships between the demographic variables and 

the two types of consumer behaviour. 

 

 

3.2 Research Approach 

Research approaches can be categorized into three main types: deductive, inductive, 

and abductive. A deductive approach forms a theoretical framework from existing aca-

demic literature, followed by the formulation of a research strategy to test the theory 

empirically. In contrast, an inductive approach starts with data collection to explore a 

phenomenon, leading to the development of theory, often represented in a conceptual 

framework. An abductive approach combines elements of both; it involves collecting 

data to identify patterns and themes, developing or modifying a theory, and subse-

quently testing it through further data collection (Saunders et al., 2023). 

Although this study is grounded in a positivist research philosophy, it adopts a predom-

inantly inductive approach. Insights are derived from the collected data rather than from 

predefined hypotheses. While the literature review informed the development of the 

survey questions, the study does not aim to test an existing theory but rather to explore 

potential relationships in a context that has not been studied before.  

 

 

3.3 Research Strategy 

There are various research strategies that can be applied depending on the study’s ob-

jectives. Experiments involve controlling and manipulating variables to determine causal 

relationships. Case studies provide an in-depth analysis of specific instances, often gen-

erating rich qualitative insights. Action research focuses on solving practical problems 

through iterative cycles of intervention and reflection. Grounded theory aims to develop 

theories from systematically collected and analysed data. Ethnography explores cultural 



30 

 

and social behaviours through immersive observation. Archival research examines exist-

ing records and documents to derive insights from historical data (Saunders et al., 2023). 

For this study, a survey strategy is used to collect primary data from consumers in the 

Netherlands. Surveys facilitate the collection of standardised responses and allow for 

statistical analysis (Saunders et al., 2023). The survey includes Likert-scale questions to 

assess consumer behaviour and demographic characteristics. While the primary data 

collected through the survey forms the basis of the analysis, the secondary data ob-

tained from CBS is used to contextualise and validate demographic patterns within the 

Dutch population. Other research strategies mentioned are not suitable for this study, 

as the focus is on identifying statistical relationships rather than conducting an in-depth 

qualitative exploration (Saunders et al., 2023). 

 

 

3.4 Time Horizon 

The time horizon of a study defines the temporal framework within which data is col-

lected (Saunders et al., 2023). Research can follow either a cross-sectional or longitudi-

nal approach. Since this study examines the relationship between demographic factors 

and consumer behaviour at a single point in time, it adopts a cross-sectional design. This 

approach is commonly used in academic research due to time constraints, allowing for 

the analysis of variables within a limited timeframe (Saunders et al., 2023). In contrast, 

a longitudinal study tracks changes over an extended period, making it suitable for stud-

ying long-term patterns. However, given the scope and objectives of this research, a lon-

gitudinal approach is not feasible. 

 

 



31 

 

3.5 Data Collection and Analysis 

This section outlines the primary and secondary data sources used in the study, de-

scribes the sampling strategy and sample scope, and details the data analysis proce-

dures. 

 

 

3.5.1 Survey Design and Data Collection 

In this study, both primary and secondary were collected and analysed. Primary data 

were collected through a structured online survey consisting of 10 questions, mainly us-

ing Likert-scale measurements. The survey consisted of ten questions, primarily using 

Likert-scale items to measure attitudes and behaviours. Participation was voluntary and 

anonymous. The questionnaire was available in English, and participants were informed 

of the purpose of the study and the approximate time required to complete it. Before 

launching the survey, a pilot test was conducted with a small group of respondents to 

ensure the clarity, relevance, and validity of the questions. The survey was designed to 

measure key aspects of consumer behaviour and demographic characteristics. An over-

view of the survey structure and the variables measured is presented in Table 1. 

 

Table 1. Survey Structure and Variables Measured. 

Survey Focus Area Included Variables 

Demographics 

Q1a to 1d 

➢ Generation (X, Y, Z) 

➢ Gender 

➢ Education Level 

➢ Income 

Responsible Consumption Tendencies 

Q2, 3, 4 and 9 

➢ ESG Consideration 

➢ Information-Seeking 

➢ Ethical Purchasing 

Trend-Driven Consumption Tendencies 

Q5, 6, 7 and 8 

➢ Trend Sensitivity 

➢ Social Media Influence 



32 

 

Survey Focus Area Included Variables 

➢ Influencer Impact 

Social Influence 

Q10 

➢ Family Influence 

 

In addition, secondary data were consulted to contextualise findings and inform sample 

representativeness. Firstly, secondary population data from the Dutch Centraal Bureau 

voor de Statistiek (CBS) was used as a benchmark, to contextualise the sample compo-

sition. This enabled the identification of key deviations in demographic representation 

and informed the generalisability of the findings. Given the sample size and sampling 

method, the results are interpreted as exploratory, with subgroup comparisons pre-

sented cautiously and supported by relevant secondary data. 

In addition to demographic benchmarking, secondary data sources on sustainable con-

sumption behaviour were consulted to further situate the exploratory findings within 

the broader national context. One relevant source is the Monitor Duurzaam Leven 2023 

by Milieu Centraal, which provides national-level insights into sustainable consumption 

through a structured survey. While the overall behavioural focus of that research does 

not entirely correspond with the themes measured in this study, several questions in 

their dataset address behavioural tendencies that conceptually align with responsible 

and trend-driven consumption. Despite methodological differences, the Monitor offers 

thematic overlap and supports contextual interpretation of the findings (Milieu Cen-

traal, 2023). 

A second relevant source is the PBL study Hoe ‘circulair’ zijn Nederlandse consumenten? 

(How Circular Are Dutch Consumers?) (Koch & Vringer, 2023), which assesses self-re-

ported circular behaviour, willingness to adopt such behaviour, and the potential envi-

ronmental impact reductions associated with behavioural shifts. Although the scope of 

the research differs from this study, focusing on 98 specific actions across consumption 

phases such as purchase, use, and disposal, served as a basis for demographic compari-

son. The study used a representative sample based on gender, education, and region, 

and statistical analysis was conducted using SPSS, reporting 95% confidence intervals. 



33 

 

While the behaviours assessed do not entirely align with the constructs measured in this 

study, selected items reflect comparable patterns related to sustainability-oriented and 

trend-driven consumption, supporting thematic triangulation of findings (Koch & 

Vringer, 2023). 

 

 

3.5.2 Sampling Strategy and Scope 

The survey targets consumers residing in the Netherlands, with eligibility criteria requir-

ing either permanent or temporary residence. Participants are recruited through various 

social media platforms. A non-probability sampling approach was used to distribute the 

survey, using Google Forms and distributed online via social media channels (e.g., Face-

book, Instagram, WhatsApp). While respondents were not randomly selected, efforts 

were made to encourage diversity across four demographic categories: generation (X, 

Y, Z), gender, education level, and income. These categories were selected to enable 

subgroup comparisons relevant to the research question, particularly regarding con-

sumption tendencies. Although a stratified sampling strategy was not applied in the for-

mal statistical sense, it served as a guiding framework for outreach. 

While an ideal sample size of approximately 385 respondents per generation would have 

ensured sufficient statistical power for independent subgroup analyses, the actual sam-

ple consisted of 82 respondents. This limitation is acknowledged as a constraint typical 

of master’s-level research conducted without access to institutional participant pools or 

external funding.  

Respondents born before 1965, representing the baby boom generation, were excluded 

from this study. This decision was based on the research focus on digitally active con-

sumer cohorts who are most targeted in current sustainability-related marketing and 

policy initiatives. Although baby boomers were not included, their influence on younger 

generations remains relevant for understanding consumption behaviour. Research 

shows that intergenerational transmission of values and habits, especially related to sus-

tainability, plays a significant role (Grønhøj & Thøgersen, 2009). 



34 

 

 

 

3.5.3 Evaluation of Sample Representativeness 

To evaluate the representativeness of the sample, its demographic composition was 

compared with statistics from Centraal Bureau voor de Statistiek (CBS, 2023, 2025). Ac-

cording to CBS data, Generation X (born 1965-1980) comprises approximately 3.73 mil-

lion individuals, Generation Y (1981-1996) 3.69 million, and Generation Z (1997-2012) 

3.44 million. These cohorts are similarly sized at the national level. In contrast, the sur-

vey sample included 24.4% from Generation X, 34.1% from Generation Y, and 41.5% 

from Generation Z, indicating a slight overrepresentation of younger respondents and 

underrepresentation of Generation X. Figure 2 illustrates these generational differences 

by gender. 

Gender distribution in the sample also diverged from national benchmarks. While CBS 

reports near-equal gender splits across generational groups (e.g., 49.8% men and 50.2% 

women in Generation X; 50.6% men and 49.4% women in Generation Y; and 51.0% men 

and 49.0% women in Generation Z), the survey sample included 58.5% male and 41.5% 

female respondents (CBS, 2023).  

 

Figure 2. Population by Generation and Gender in the Netherlands (CBS, 2023). 

 

Generation X Generation Y Generation Z

Male 1,858,000 1,885,000 1,781,000

Female 1,876,000 1,839,000 1,713,000

0
200,000
400,000
600,000
800,000

1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2,000,000

Po
pu

la
tio

n 
Si

ze



35 

 

Income levels in the Netherlands vary substantially by age. Most individuals aged 15-25 

earn less than €1,700 gross per month, whereas those aged 45-65 typically earn be-

tween €4,200 and €8,300 gross per month or more (CBS, 2023). Although the survey 

collected data on net monthly income rather than gross annual income, the observed 

distribution aligned with expected patterns: lower income was more prevalent among 

Generation Z, while older respondents reported higher income brackets. Figure 3 

provides a reference for income distributions. 

 

Figure 3. Distribution of Monthly Gross Income in the Netherlands (CBS, 2023). 

 

Educational attainment also differs across demographic groups. CBS reports that indi-

viduals aged 25-35 are most likely to have completed tertiary education, with women in 

this group slightly more likely than men to hold a bachelor’s or master’s degree (CBS, 

2025). The survey sample showed a strong skew towards higher education levels, with 

over 80% of respondents reporting a university-level qualification. While the educational 

categories used in the survey do not exactly match those of CBS, the national data pro-

vide a relevant benchmark, and the sample appears to overrepresent highly educated 

individuals. Figure 4 shows national educational attainment. 

 

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

N
u

m
b

er
 o

f 
In

d
iv

id
u

al
s

Monthly Gross Income (€)



36 

 

Figure 4. Highest Level of Education Obtained in the Netherlands (CBS, 2023). 

 

 

3.5.4 Data Analysis 

The collected data were analysed using descriptive and inferential statistical techniques 

to identify relationships between demographic characteristics and consumer behaviour. 

The following analyses were conducted and are summarized in Table 2. 

 

Table 2. Overview of Statistical Analyses Used in the Study. 

Analysis Type Purpose Techniques 

Descriptive Statistics Summarize demographic 
distributions and con-
sumption trends 

Means, frequencies, 
standard deviations 

Comparative Analysis Compare consumption be-
haviours across demo-
graphic groups 

ANOVA, t-test 

Multivariate Analysis Evaluate the predictive 
power of demographic 
variables on consumer be-
haviour 

Regression Analysis 

 

To prepare the data for statistical analysis, all Likert-scale responses were numerically 

coded. Survey items measured using five-point, four-point, and three-point Likert-type 

scales (e.g., assessing frequency, likelihood, or influence) were converted into numerical 

values ranging from 1 to 5, 1 to 4, and 1 to 3, respectively. In all cases, higher values 

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

Primary Secondary Secondary /
Vocational

Bachelor's Master's /
Doctorate

N
u

m
b

er
 o

f 
In

d
iv

id
u

al
s

Highest Level of Education



37 

 

consistently reflected greater intensity of the measured construct, such as stronger 

agreement or higher frequency. This transformation enabled the calculation of means, 

variances, and the use of both parametric and non-parametric statistical tests, as appro-

priate. 

Likert-coded variables were treated as ordinal in nature. Given the variation in scale 

lengths across items, all responses were subsequently standardised into Z-scores. This 

transformation placed all items on a common metric, enabling consistent comparison 

and aggregation. 

For the construction of composite indicators, survey items were grouped based on the-

oretical alignment and internal consistency. Questions 2, 3, 4, and 9 were aggregated to 

represent responsible consumption behaviour, while Questions 5, 6, 7, and 8 formed 

the trend-driven consumption index. Item Q8 was reverse-coded prior to standardiza-

tion to ensure consistent directionality with the other items in the index. Prior to aggre-

gation, Cronbach’s alpha (α) was used to evaluate the internal reliability of each item 

set. A threshold of α ≥ 0.70 was used to determine acceptable consistency, in line with 

standard research practice (Saunders et al., 2023). 

Additionally, Question 10, measuring perceived family influence, was analysed sepa-

rately and included in intergenerational comparison using one-way ANOVA to explore 

potential transmission of consumption values across cohorts. 

To ensure the robustness of the statistical models, multicollinearity among demographic 

variables was assessed using the Variance Inflation Factor (VIF), which identifies whether 

independent variables are excessively correlated, potentially obscuring their individual 

effects. A VIF value below 10 was considered acceptable (Hair et al., 2018). 

Equality of variances (homoscedasticity) was tested using Levene’s test, with p > .05 in-

dicating that the assumption of equal variances was satisfied. 

To compare group differences One-way ANOVAs were used to examine variations in re-

sponsible and trend-driven consumption across generation, education level, and income 

groups. An independent-samples t-test was applied for gender, given the binary nature 



38 

 

of this variable. Effect sizes—including η² for ANOVA and Cohen’s d for t-tests—were 

reported to assess the practical significance of group differences, complementing statis-

tical significance. Cohen’s d quantifies the standardised difference between two group 

means. Based on benchmarks, values of 0.2, 0.5, and 0.8 are interpreted as small, me-

dium, and large effects, respectively (Cohen, 1988). For ANOVA, η² indicates the propor-

tion of variance in the dependent variable explained by group membership. Approxi-

mate thresholds for interpreting η² are 0.01 for a small effect, 0.06 for a medium effect, 

and 0.14 or higher for a large effect, corresponding to Cohen’s suggested values for the 

ANOVA effect size index f (Cohen, 1988; Saunders et al., 2023). 

All statistical analyses were conducted using IBM SPSS Statistics, version 29. 

 

 

3.6 Ethics 

Ethics in research refers to the principles and standards that guide morally responsible 

behaviour throughout the entire research process (Saunders et al., 2023). According to 

Cooper and Schindler (2008, p. 34), ethics are defined as “norms or standards of behav-

iour that guide moral choices about our behaviour and our relationships with others.” 

Within the context of academic research, Saunders et al. (2023) emphasize that ethical 

conduct spans the entire research lifecycle, from formulating the research question to 

data collection, analysis, and dissemination. Adherence to ethical standards supports 

the protection of participant rights, enhances the credibility of findings, and contributes 

to the study's ethical defensibility. 

A central ethical principle in research is non-maleficence, the obligation to avoid causing 

harm (Saunders et al., 2023). Although survey-based methods are typically considered 

low-risk, poorly formulated questions may provoke discomfort. In this study, all ques-

tions were reviewed to avoid leading or intrusive language and ensure accessibility. Par-

ticipation is voluntary, with respondents informed of their right to withdraw at any time 

without justification. 



39 

 

Informed consent is another critical consideration. Participants receive a clear and con-

cise information sheet prior to beginning the questionnaire, outlining the purpose of the 

study, their rights, and how their data will be used. No deception is employed, in accord-

ance with a deontological approach, which holds that research methods must be ethi-

cally justifiable regardless of the outcomes they produce (Saunders et al., 2023). 

Privacy, confidentiality, and anonymity are prioritised. As Saunders et al. (2023) note, 

breaches of confidentiality can undermine participant trust. No identifiable data is col-

lected in this study. All responses are anonymised, securely stored on password-pro-

tected systems, and accessed only by the researcher. Results are reported in aggregate 

form to ensure individual identities remain protected. 

To minimise social desirability bias, particularly relevant in questions on responsible con-

sumption, neutral wording, indirect questioning, and assurances of anonymity are em-

ployed. These strategies encourage more honest responses and contribute to the relia-

bility of the data. 

Ethical considerations also extend to data analysis and reporting. As Zikmund (2000) 

highlights, maintaining objectivity during these stages is crucial for preserving the integ-

rity of research findings. This study adopts a transparent reporting strategy in which all 

findings are presented regardless of whether they align with the original expectations. 

By adhering to these principles, the study aligns with a deontological ethical position 

that prioritises participant rights and moral responsibility throughout the research pro-

cess. Such considerations aim to promote responsible and transparent research con-

duct, while demonstrating respect for participants at all stages. 

In accordance with the university’s policy on artificial intelligence in academic work, this 

study discloses the use of AI (OpenAI’s ChatGPT, Mar 14 version) during the writing pro-

cess. The tool was used to support spelling, grammar, and sentence clarity (OpenAI, 

2023). 

 

 



40 

 

4 Results 

This chapter presents the key findings of the survey and statistical analyses conducted 

to address the research question: ‘’Do demographic characteristics influence consumers’ 

tendency towards responsible consumption versus trend-driven consumption in the 

Netherlands?’’ 

The results chapter is structured into five sections. Section 4.1 outlines the demographic 

characteristics of the sample to contextualise the analyses. Section 4.2 presents descrip-

tive statistics for the two key constructs, responsible and trend-driven consumption, 

based on standardised indices. Section 4.3 reports internal consistency measures for 

these indices. Section 4.4 presents group comparisons across gender, generation, edu-

cation, and income using independent-samples t-tests and one-way ANOVAs. Finally, 

Section 4.5 reports the results of multiple linear regression analyses assessing the extent 

to which demographic characteristics predict responsible and trend-driven consumption 

behaviours. 

 

 

4.1 Sample Characteristics 

The survey was completed by 82 respondents. The sample included participants from all 

three targeted generational cohorts: Generation Z (41.46%), Generation Y (34.15%), and 

Generation X (24.39%). In terms of gender distribution, 58.54% of respondents identi-

fied as male and 41.46% as female. 

Regarding educational attainment, most respondents reported having either a bache-

lor’s degree (45.12%) or a master’s degree (35.37%). A smaller proportion had com-

pleted vocational education (12.20%) or secondary education or lower (6.10%), and 

1.22% held a doctoral-level qualification. 



41 

 

Income levels varied among participants. The largest proportion of participants (26.83%) 

reported a monthly net income below €1,500, while other commonly reported income 

brackets included €2,500-€3,500 (23.17%) and €3,500-€4,500 (18.29%). 

These distributions provide the demographic foundation for the subsequent statistical 

analyses examining if generation, gender, education, and income are related to respon-

sible and trend-driven consumption behaviours. The complete demographic composi-

tion is summarized in Table 3. 

 

Table 3. Demographic Composition of Survey Respondents (N = 82). 

Variable Category n % 

Generation Generation X (1965-1980) 20 24.39% 
 

Generation Y (1981-1996) 28 34.15% 
 

Generation Z (1997-2012) 34 41.46% 

Gender Female 34 41.46% 
 

Male 48 58.54% 

Education Level Secondary education or lower 5 6.10% 
 

Secondary Vocational Education (MBO) 10 12.20% 
 

Bachelor's degree 37 45.12% 
 

Master's degree 29 35.37% 
 

Doctorate's degree or higher 1 1.22% 

Monthly Net Income (€) < €1,500 22 26.83% 
 

€1,500-€2,500 12 14.63% 
 

€2,500-€3,500 19 23.17% 
 

€3,500-€4,500 15 18.29% 
 

€4,500-€5,500 12 14.63% 
 

> €5,500 2 2.44% 

 

 



42 

 

4.2 Descriptive Results on Consumption Behaviour 

To examine consumer tendencies, two combined indices were formed based on stand-

ardised Likert-scale items, as detailed in the methodology chapter. The responsible con-

sumption index measures self-reported behaviours related to sustainability-oriented 

purchasing, while the trend-driven consumption index measures sensitivity to trends, 

product replacement frequency, and social media influence. 

These indices are the basis for the subsequent group comparisons and regression anal-

yses, which test whether demographic variables are associated with differences in con-

sumption behaviour. Descriptive statistics and individual response distributions for the 

underlying survey items are provided in Appendix 1. 

 

 

4.3 Group Comparisons 

To assess the internal consistency of the combined indices, Cronbach’s alpha was calcu-

lated for both constructs. The responsible consumption scale yielded a Cronbach’s alpha 

of .881, and the trend-driven consumption scale a value of .837, indicating very good 

internal reliability for both. 

As shown in Table 4, the standardised indices had means of 0.000, with standard devia-

tions of 0.86 for responsible consumption and 0.82 for trend-driven consumption. These 

values reflect moderate variability in the sample's behavioural tendencies. 

 

Table 4. Descriptive Statistics and Reliability for Composite Consumption Indices 

Index Mean SD Cronbach’s α 

Responsible Consumption 0 0.86 0.881 

Trend-Driven Consumption 0 0.82 0.837 

Note. Indices are based on standardised z-scores of combined survey items. 

 
 



43 

 

4.4 Group Differences in Consumption Behaviour by Demographics 

To assess whether responsible and trend-driven consumption behaviours differed sig-

nificantly across demographic groups, independent-samples t-tests and one-way ANO-

VAs were conducted. This section reports group differences for each demographic vari-

able. Summary values are presented in Table 5, while detailed post hoc comparisons are 

provided in Appendix 2. 

 

 

4.4.1 Generation 

ANOVA results indicated a significant difference in trend-driven consumption between 

generational groups, F(2, 79) = 11.55, p < .001, η² = .23. Post hoc tests (Appendix Table 

2.1) showed Generation Z (M = 0.45) scored significantly higher than Generation Y (M = 

-0.25, p = .002) and Generation X (M = -0.43, p < .001). 

For responsible consumption, a significant difference was also found, F(2, 79) = 5.77, p 

= .005, η² = .13. Generation Y (M = 0.33) scored significantly higher than Generation Z 

(M = -0.35, p = .004). 

 

 

4.4.2 Gender 

A t-test showed a statistically significant difference in responsible consumption between 

females (M = 0.34, SD = 0.82) and males (M = -0.24, SD = 0.81), t(80) = 3.23, p = .002, d 

= 0.81. 

No statistically significant difference was observed for trend-driven consumption, t(80) 

= 1.81, p = .074, d = 0.41 (see Appendix Table 2.2). 

 

 



44 

 

4.4.3 Education 

A one-way ANOVA revealed a significant effect of education on trend-driven consump-

tion, F(3, 77) = 6.17, p < .001, η² = .19. Levene’s test indicated a marginal violation of 

homogeneity of variances, F(3, 77) = 2.64, p = .056, so both Tukey HSD and Games-How-

ell post hoc tests were reported (Appendix Table 2.3). Participants with secondary edu-

cation or lower (M = 0.98) reported significantly higher scores than those with secondary 

vocational education (MBO; M = -0.15, p = .040),  a bachelor’s degree (M = 0.20, p = 

.016), and a master’s or doctoral degree (M = -0.38, p = .002). 

For responsible consumption, the ANOVA showed no significant differences across edu-

cation levels, F(3, 77) = 1.09, p = .360, η² = .04. However, Levene’s test was significant, 

F(3, 77) = 3.13, p = .030, indicating unequal variances. Accordingly, Games-Howell post 

hoc comparisons were used and confirmed that no significant group differences were 

present. 

 

 

4.4.4 Income 

Income showed a marginal association with trend-driven consumption, F(5, 76) = 2.33, 

p = .050, η² = .13. Levene’s test indicated no violation of the assumption of homogeneity 

of variances, F(5, 76) = 0.67, p = .648, therefore Tukey HSD was used as the primary post 

hoc test. A significant difference was found between income group 1 (< €1,500; M = 

0.37) and group 2 (€1,500-€2,500; M = -0.49), p = .035 (see Appendix Table 2.4). 

For responsible consumption, ANOVA revealed a significant difference, F(5, 76) = 2.46, 

p = .040, η² = .14. Levene’s test was significant, F(5, 76) = 2.44, p = .042, so Games-Howell 

post hoc comparisons were used. Results indicated that participants earning < €1,500 

(M = -0.29) scored significantly lower than those in the €4,500-€5,500 bracket (M = 

0.59), p = .016 (Appendix Table 2.4). 

 

 



45 

 

Table 5. Group Differences in Consumption Behaviour by Demographics. 

Note. M = Mean; SD = Standard Deviation. Values represent standardised Z-scores. η² = 
Eta squared, d = Cohen’s d. 

 

 

4.5 Regression Analysis 

Multiple linear regression analyses were conducted to assess the extent to which demo-

graphic characteristics predicted consumers’ tendency towards trend-driven and re-

sponsible consumption. 

The first model, with trend-driven consumption (Z_TrendScore) as the dependent vari-

able, was statistically significant, F(4, 76) = 11.40, p < .001, accounting for 37.5% of the 

variance (Adjusted R² = .342). Generation (β = .491, p < .001), gender (β = -.223, p = .017), 

and education (β = -.362, p < .001) emerged as significant predictors. Income was not a 

significant predictor in this model (p = .183). 

The second model, with responsible consumption (Z_ResponsibleScore) as the depend-

ent variable, was also statistically significant, F(4, 76) = 6.26, p < .001, accounting for 

24.8% of the variance (Adjusted R² = .208). In this model, gender (β = -.376, p < .001) 

and income (β = .242, p = .038) were significant predictors. Generation and education 

did not significantly contribute. 

Variable Consumption M (SD) Test Statistic p Effect Size 

Generation Trend-Driven  Z = 0.45 (.81), Y = -0.25 (.70), X = -0.43 (.62) F(2, 79) = 11.55 < .001 η² = .23 

Generation Responsible  Y = 0.33 (.73), Z = -0.35 (.88), X = 0.13 (.80) F(2, 79) = 5.77 0.005 η² = .13 

Gender Responsible  Female = 0.34 (.82), Male = -0.24 (.81) t(80) = 3.23 0.002 d = 0.81 

Gender Trend-Driven  Female = 0.19 (.74), Male = -0.14 (.90) t(80) = 1.81 0.074 d = 0.40 

Education Trend-Driven  1 = 0.98 (.66), 2 = -0.15 (.43), 3 = 0.20 (.94), 4 = -

0.38 (.56) 

F(3, 77) = 6.17 < .001 η² = .19 

Education Responsible  1 = -0.67 (.47), 2 = -0.02 (1.26), 3 = 0.02 (.84), 4 = 

0.06 (.75) 

F(3, 77) = 1.09 0.360 η² = .04 

Income Trend-Driven  1 = 0.37 (.82), 2 = -0.49 (.64) F(5, 76) = 2.33 0.050 η² = .13 

Income Responsible  1 = -0.29 (1.06), 5 = 0.59 (.35) F(5, 76) = 2.46 0.040 η² = .14 



46 

 

All VIF values were below 1.33, indicating no concerns regarding multicollinearity. These 

results confirm that specific demographic variables significantly predict both responsible 

and trend-driven consumption behaviours. For complete regression tables, see Appen-

dix 3. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 



47 

 

5 Discussion 

Given the exploratory nature of this study, the interpretations presented here aim to 

identify patterns of association rather than establish causal relationships. The results 

indicate that demographic characteristics do influence consumers’ tendencies towards 

responsible and trend-driven consumption in the Netherlands, although to varying de-

grees. Gender and income emerged as significant predictors of responsible consump-

tion, with female respondents and those in higher income brackets reporting stronger 

engagement. In contrast, trend-driven consumption was significantly predicted by gen-

eration, gender, and education, with Generation Z and individuals with lower educa-

tional attainment showing higher susceptibility to trend-based behaviours. Although 

generational differences in perceived family influence were explored, no statistically sig-

nificant differences were found. Overall, the findings support the research question that 

demographic variables play a meaningful role in shaping consumption patterns, which 

aligns with prior literature on consumer segmentation and generational behavioural 

frameworks (see Table 6 for a summary of observed effects). 

 

Table 6. Overview of Observed Demographic Influences on Consumption Behaviour. 

Demographic Variable Responsible Consump-

tion 

Trend-Driven Consumption 

Generation Significant Significant 

Gender Significant Not significant 

Income Significant Marginal (p = .050) 

Education Not significant Significant 

Note. statistically significant at p < .05. 

 
 



48 

 

5.1 Interpretation of Findings 

The findings outlined above demonstrate that demographic characteristics, particularly 

gender, generation, income, and education, were associated with differences in con-

sumption behaviour, although not always in the same way for responsible and trend-

driven consumption. Intergenerational influence was found to be relatively weak. The 

following subsections interpret each of these observed associations considering relevant 

theoretical frameworks and prior research. 

 

 

5.1.1 Generation 

The results indicated that generation was significantly associated with consumers’ ten-

dency to both responsible and trend-driven consumption. Generation Z scored highest 

on trend-driven behaviour, while Generation Y scored highest on responsible consump-

tion. Generation X did not report significantly higher levels of responsible consumption 

compared to younger cohorts. 

These generational patterns partially align with the Generational cohort theory (Strauss 

& Howe, 1991). The high trend-driven consumption among Generation Z may reflect 

their formative digital experiences and social media influence, as suggested by Artese 

(2019). In contrast, Generation Y’s stronger tendency towards responsible consumption 

may result from early exposure to sustainability discourse during the emergence of so-

cial media and online information. 

Generation X, however, did not report higher responsible consumption despite expec-

tations that older consumers tend to be more sustainability-minded due to their life 

stage (Albayrak et al., 2011). This finding diverges slightly from national patterns re-

ported by Milieu Centraal (2023), which show that Dutch adults aged 35 to 54, corre-

sponding largely to Generation X, express relatively high openness towards sustainable 

behaviours such as clothing repair and second-hand purchases. As these indicators re-

flect stated intentions rather than observed behaviour, the discrepancy may suggest a 

gap between sustainability attitudes and actual consumption. This highlights the 



49 

 

importance of distinguishing between intention and action in future research on gener-

ational tendency towards sustainability. 

 

 

5.1.2 Gender 

Gender was found to significantly influence consumers’ tendency towards responsible 

consumption, with female respondents reporting higher engagement than males. This 

supports the conclusion that gender plays a role in shaping responsible consumption 

behaviour. In contrast, no statistically significant gender difference was observed in 

trend-driven consumption, though the effect size suggests a possible pattern that up-

holds further exploration. 

These findings are consistent with prior research. Grunert et al. (2014) and Casalegno et 

al. (2022) similarly observed that women tend to engage more in responsible consump-

tion, often driven by social and ethical considerations. National data reinforce this pat-

tern: PwC (2024) found that Dutch women were more likely to cite sustainability as a 

key motivation for second-hand purchases, whereas men prioritized cost-saving. Like-

wise, Koch and Vringer (2023) reported that women in the Netherlands showed stronger 

engagement in circular behaviours, such as reducing meat consumption, purchasing 

fewer new clothes, and choosing long-lasting products. Although the specific measures 

differ across studies, the consistency of results across both motivations and behaviours 

suggests that value-based orientations may cause these gender differences. 

 

 

5.1.3 Income 

Income was found to significantly influence consumers’ tendency towards responsible 

consumption. Respondents with higher incomes reported greater engagement in re-

sponsible consumption behaviours, indicating that income is a meaningful predictor of 

sustainable purchasing. In contrast, income was only marginally associated with trend-

driven consumption, suggesting a weaker and less consistent relationship. 



50 

 

These findings support the notion that financial capacity may either enable or constrain 

responsible consumption. Canavari and Coderoni (2019) similarly observed that income 

plays a key role in consumers’ ability to afford responsible products. PwC (2024) rein-

forces this interpretation, reporting that 27-36% of Dutch consumers were unwilling to 

pay more for sustainable goods, even when locally produced or made from recycled ma-

terials. The convergence between these sources and the present study suggests that 

affordability remains a significant barrier to responsible consumption, particularly for 

lower-income groups. The marginal association between income and trend-driven con-

sumption may indicate that individuals with limited financial resources still experience 

pressure to engage in trend-based purchasing, possibly due to social influence or status 

motivations. 

 

 

5.1.4 Education 

Education level was found to significantly influence the tendency towards trend-driven 

consumption but not responsible consumption. Respondents with lower education lev-

els reported higher scores on the trend-driven consumption index, indicating that edu-

cation is a relevant predictor of susceptibility to trend-driven purchasing. In contrast, no 

statistically significant differences were observed across education levels for responsible 

consumption, suggesting that education alone does not predict sustainable consumer 

behaviour. 

This pattern aligns with Chekima et al.’s (2016) findings that education increases critical 

awareness, which may reduce responsiveness to marketing and trend influence. The ab-

sence of an effect on responsible consumption also aligns with Grunert et al. (2014), 

who argue that awareness does not necessarily lead to action unless supported by fac-

tors such as income or access. However, this finding contrasts with Koch and Vringer 

(2023) and Milieu Centraal (2023), who found that higher-educated Dutch consumers 

reported greater openness to circular behaviours, including sustainable clothing and en-

ergy-efficient product use. These discrepancies suggest that education’s impact on 



51 

 

behaviour may depend on how sustainability is framed, for example as normative life-

style action versus product-based choice, highlighting the complexity of translating 

awareness into practice. 

 

 

5.1.5. Intergenerational Influence 

In addition to the main demographic variables, the study examined perceived family in-

fluence on consumption behaviour, given the relevance of intergenerational value trans-

mission in sustainability-related habits (Grønhøj & Thøgersen, 2009). However, the re-

sults did not reveal statistically significant differences across cohorts in reported family 

influence. While Generation Y showed a slightly higher mean score, the lack of strong 

effects suggests that digital environments and peer networks may now exert a greater 

influence than family traditions. 

In summary, the results confirm that demographic characteristics influence consumers’ 

tendency towards consumption behaviour in the Dutch context. However, the explana-

tory power of these variables is limited. Other unmeasured factors, such as psychologi-

cal motivations, lifestyle preferences, and digital media exposure, likely also shape con-

sumption patterns. The influence of digital culture, especially among younger consum-

ers, may partially undermine traditional demographic predictors. These insights high-

light the need for future research that integrates psychological and media-related vari-

ables into the analysis of responsible consumption behaviours. 

 

 

5.2 Implications 

5.2.1 Theoretical Implications 

While this exploratory study does not establish causal relationships, the findings provide 

context-specific insights into how demographic factors may be associated with differ-

ences in consumption patterns in the Netherlands. 



52 

 

 

 

5.2.1.1 Generation 

The findings appear to partially align with the Generational cohort theory (Strauss & 

Howe, 1991), which posits that shared historical and social experiences shape the values 

and behaviours of generational groups. Consistent with Artese’s (2019) interpretation 

of generational traits, Generation Z reported the highest levels of trend-driven con-

sumption, which may reflect their formative engagement with social media and digital 

platforms. In contrast, Generation Y demonstrated stronger responsible consumption 

behaviour, potentially supporting the idea that digital nativity can be leveraged to pro-

mote ethical consumption. However, Generation X did not report higher responsible 

consumption than younger generations, contrary to expectations derived from GCT and 

earlier studies (e.g., Albayrak et al., 2011). This may reflect cohort-blurring effects or a 

mismatch between values and actionable behaviours in this group. 

In addition, these generational patterns may tentatively support assumptions from so-

cial default theory. As proposed by Ki et al. (2022), this theory suggests that consumers 

tend to copy the choices of others influenced by social media. Given Generation Z’s dig-

ital integration and their frequent exposure to social media, it is plausible that social 

signals from peers and influencers strongly shape their consumption tendencies. These 

influences are often amplified by psychological mechanisms such as fear of missing out 

(FOMO), impulsive purchasing, and emotionally charged digital marketing strategies 

(Frick et al., 2020). Furthermore, the availability of Buy Now, Pay Later (BNPL) services 

reduce the psychological friction associated with spending, thereby lowering barriers to 

impulsive or trend-driven purchases, especially among younger consumers with lower 

financial capacity. While this study did not directly measure social imitation, the ob-

served high trend-driven scores align with this theory’s predictions. 

These findings suggest that existing generational and behavioural theories should in-

creasingly account for the psychological and financial dynamics embedded in digital 



53 

 

consumption environments, particularly those shaping trend responsiveness among 

younger cohorts. 

 

 

5.2.1.2 Gender 

The results are consistent with previous literature (e.g., Casalegno et al., 2022; Grunert 

et al., 2014), suggesting that women may be more inclined to engage in responsible con-

sumption. The absence of a statistically significant gender difference in trend-driven be-

haviour contrasts with earlier findings (e.g., Dholakia, 1999), which proposed that 

women are more responsive to symbolic or emotional consumption. This discrepancy 

could indicate evolving gender norms or shifting motivations behind trend-based behav-

iour in today’s consumer culture. 

 

 

5.2.1.3 Income 

Income was positively associated with responsible consumption, which may reflect the 

enabling role of financial capacity in affording sustainable products, consistent with find-

ings from Canavari and Coderoni (2019). This supports the broader understanding that 

sustainability, while often perceived as a value-driven choice, remains closely tied to 

economic access. Interestingly, income also had a marginal influence on trend-driven 

behaviour, potentially suggesting that financial constraints do not entirely deter trend-

focused purchasing, possibly due to social pressure, aspirational motives, or the sym-

bolic value attached to trendy goods. Lower- to middle-income consumers may still en-

gage in such behaviour to signal social belonging or status, even if it requires short-term 

financial compromises. Moreover, payment options such as Buy Now, Pay Later (BNPL) 

may further facilitate these purchases by reducing the immediate cost burden, thereby 

enabling access to desirable but non-essential products despite budget limitations (Hu 

et al., 2019). This points to a complex dynamic in which income both constrains and 



54 

 

enables consumption behaviours, depending on whether sustainability or trend adher-

ence is the dominant driver. 

 

 

5.2.1.4 Education 

Education level was significantly associated with trend-driven consumption, with lower-

educated individuals reporting higher levels of engagement. This finding may support 

the view that education enhances critical thinking and resistance to persuasive market-

ing strategies, particularly those targeting status or trend-based consumption (Chekima 

et al., 2016). In contrast, the absence of a significant association between education and 

responsible consumption suggests a more complex relationship. While higher education 

may increase sustainability awareness, prior research indicates that awareness alone is 

insufficient to drive responsible purchasing unless reinforced by enabling factors such as 

financial capacity, social norms, and access to sustainable alternatives (Grunert et al., 

2014). Moreover, responsible consumption may be shaped by deeper value orientations 

and lifestyle priorities. These factors are not consistently distributed across educational 

groups, indicating the need for further investigation into the mediating mechanisms be-

tween education and responsible consumption. 

 

 

5.2.1.5 Intergenerational Influence 

The analysis of intergenerational influence did not reveal significant differences across 

cohorts. This finding challenges the assumption that familial value transmission plays a 

dominant role in shaping generational behaviour. Instead, it may suggest that consumer 

decisions are increasingly shaped by peer influence, digital environments, and individual 

lifestyle values rather than by parental or familial traditions. 

Overall, these findings provide tentative support for theoretical frameworks such as 

Generational cohort theory and social default theory, as well as known demographic 

patterns. However, given the exploratory nature of this study, the associations observed 



55 

 

should be interpreted with caution. While causality cannot be confirmed, these trends 

highlight the need for further research using more representative and theory-driven de-

signs.