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    Por favor, use este identificador para citar o enlazar este ítem: https://hdl.handle.net/10259/10921

    Título
    Born digital: How native digital status shapes ethical behavior and consumer dissonance
    Autor
    Díez Hernández, JulietaAutoridad UBU Orcid
    Antón Maraña, PaulaAutoridad UBU Orcid
    Publicado en
    People-Centered Digital Technology for Ethical and Sustainable Business Practices, p. 191-240
    Editorial
    IGI Global
    Fecha de publicación
    2025-09
    ISBN
    9798337303857
    DOI
    10.4018/979-8-3373-0385-7.ch007
    Resumo
    This chapter examines the impact of digital nativeness and generational identity on ethical values and responsible consumption behaviours in Spain. Through a data-driven analysis of six generational cohorts, the findings reveal significant intergenerational differences in both the strength of ethical values and the consistency of ethical behaviour. Notably, digital immigrants demonstrate higher ethical commitment and more responsible consumption than digital natives. Accordingly, the former presents a stronger coherence between intention and behaviour, although there is no cognitive dissonance on any of the groups. The study validates key ethical consumption theories and introduces the DAS BIE scale as a novel tool for assessing generational differences. Practical implications highlight the need for targeted educational initiatives, ethical marketing strategies, and digital tools that align values with actions. This research underscores the need of a people-centred digital transformation to bridge generational disparities and foster a more sustainable, ethically engaged society.
    Palabras clave
    Cognitive dissonance
    Ethical values
    Ethical consumption
    Responsible consumption
    Digital nativeness
    Digital immigrants
    Generational cohorts
    Muncy-Vittel
    Adela Cortina
    Materia
    Consumo responsable
    Consumo-Aspectos morales
    Consumption (Economics)-Moral and ethical aspects
    URI
    https://hdl.handle.net/10259/10921
    Versión del editor
    https://doi.org/10.4018/979-8-3373-0385-7.ch007
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    Diez-Born_digital_2025.pdf
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    1.091Mb
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