RT info:eu-repo/semantics/bookPart
T1 Born digital: How native digital status shapes ethical behavior and consumer dissonance
A1 Díez Hernández, Julieta
A1 Antón Maraña, Paula
K1 Cognitive dissonance
K1 Ethical values
K1 Ethical consumption
K1 Responsible consumption
K1 Digital nativeness
K1 Digital immigrants
K1 Generational cohorts
K1 Muncy-Vittel
K1 Adela Cortina
K1 Consumo responsable
K1 Consumo-Aspectos morales
K1 Consumption (Economics)-Moral and ethical aspects
AB 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.
PB IGI Global
SN 9798337303857
YR 2025
FD 2025-09
LK https://hdl.handle.net/10259/10921
UL https://hdl.handle.net/10259/10921
LA eng
DS Repositorio Institucional de la Universidad de Burgos
RD 19-abr-2026