1
Department of Management, Shiraz University, Shiraz, Iran
2
Department of Management, Shiraz Unversity
3
Shiraz University
10.22034/cbsj.2026.141357.2700
Abstract
The share of children in the shopping basket and their role in family purchasing decisions underscores the importance of promoting of sustainable consumption behavior (SCB) among Generation Alpha. This study aimed to develop and evaluate a model of SCB in the consumer purchasing journey (CPJ) for Generation Alpha. Employing a mixed-methods approach, this study was conducted in two phases. In the first stage, using a systematic literature review of scientific publications and meta-synthesis method, the dimensions of SCB in the CPJ have been identified, and then, using a questionnaire, the condition of children has been evaluated from the perspective of the model. The statistical population in the qualitative stage of scientific texts and in the quantitative stage were the students of schools in Shiraz city, using convenience sampling, 149 students were included in the study. The data collection tool the quantitative part a researcher-made questionnaire, the face validity and reliability of which was confirmed based on Kuder-Richardson coefficient. The findings of the quantitative analysis show that the age of students does not have a significant effect on the dimensions of their sustainable behavior, while boys pay more attention to packaging sustainability while shopping. Also, paying attention to energy consumption in shopping and reducing waste during consumption is the lowest among students, which requires strengthening knowledge and promoting the attitude of sustainable consumption in these areas.
Jafari, F. , Askarifar, K. and Ebrahimi, A. (2026). Evaluating the sustainable behavior of the alpha generation consumers in the customer's purchase journey; The study of Shiraz students. Consumer Behavior Studies Journal, (), -. doi: 10.22034/cbsj.2026.141357.2700
MLA
Jafari, F. , , Askarifar, K. , and Ebrahimi, A. . "Evaluating the sustainable behavior of the alpha generation consumers in the customer's purchase journey; The study of Shiraz students", Consumer Behavior Studies Journal, , , 2026, -. doi: 10.22034/cbsj.2026.141357.2700
HARVARD
Jafari, F., Askarifar, K., Ebrahimi, A. (2026). 'Evaluating the sustainable behavior of the alpha generation consumers in the customer's purchase journey; The study of Shiraz students', Consumer Behavior Studies Journal, (), pp. -. doi: 10.22034/cbsj.2026.141357.2700
CHICAGO
F. Jafari , K. Askarifar and A. Ebrahimi, "Evaluating the sustainable behavior of the alpha generation consumers in the customer's purchase journey; The study of Shiraz students," Consumer Behavior Studies Journal, (2026): -, doi: 10.22034/cbsj.2026.141357.2700
VANCOUVER
Jafari, F., Askarifar, K., Ebrahimi, A. Evaluating the sustainable behavior of the alpha generation consumers in the customer's purchase journey; The study of Shiraz students. Consumer Behavior Studies Journal, 2026; (): -. doi: 10.22034/cbsj.2026.141357.2700
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