Beschreibung:
<jats:p>The importance of sustainable consumption requires understanding and studying the factors that influence consumer preferences. This study contributes to the understanding of intergenerational differences in the factors that drive consumers toward sustainable consumption in Azerbaijan. In this research, 200 sustainable consumers were first interviewed and the factors that pushed them to sustainable consumption were listed. According to the answers received, these factors were ecological concerns, health concerns and subjective norms. Based on these approaches, a survey was conducted among 1380 sustainable consumers in 2022 and analyzed which of these factors had the greater impact among Generations X, Y and Z. The results obtained using ANOVA revealed that ecological and health issues differed across generations, while subjective norms did not vary across generations.</jats:p>