2026-04-19T04:05:05Zhttps://riubu.ubu.es/oai/requestoai:riubu.ubu.es:10259/109212026-01-12T12:07:24Zcom_10259_6193com_10259_4147com_10259.4_106com_10259_2604com_10259_3576com_10259.4_2574col_10259_10922col_10259_9148
Díez Hernández, Julieta
Antón Maraña, Paula
2025-10-03T11:21:32Z
2025-10-03T11:21:32Z
2025-09
9798337303857
9798337303871
9798337303864
https://hdl.handle.net/10259/10921
10.4018/979-8-3373-0385-7.ch007
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.
application/pdf
eng
IGI Global
People-Centered Digital Technology for Ethical and Sustainable Business Practices, p. 191-240
https://doi.org/10.4018/979-8-3373-0385-7.ch007
Cognitive dissonance
Ethical values
Ethical consumption
Responsible consumption
Digital nativeness
Digital immigrants
Generational cohorts
Muncy-Vittel
Adela Cortina
Consumo responsable
Consumo-Aspectos morales
Consumption (Economics)-Moral and ethical aspects
Born digital: How native digital status shapes ethical behavior and consumer dissonance
info:eu-repo/semantics/bookPart
info:eu-repo/semantics/acceptedVersion
info:eu-repo/semantics/openAccess
191
240