2026-04-19T04:05:23Zhttps://riubu.ubu.es/oai/request

oai: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 2025-09 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 https://hdl.handle.net/10259/10921 eng IGI Global Born digital: How native digital status shapes ethical behavior and consumer dissonance info:eu-repo/semantics/bookPart TEXT RIUBU. Repositorio Institucional de la Universidad de Burgos Hispana