2026-04-19T05:27:56Zhttps://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

00925njm 22002777a 4500 dc Díez Hernández, Julieta author Antón Maraña, Paula author 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. 9798337303857 9798337303871 9798337303864 https://hdl.handle.net/10259/10921 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 Born digital: How native digital status shapes ethical behavior and consumer dissonance