136306 20260217205526.0 doi 10.1108/ARLA-07-2022-0142 sideral 139162 ART-2024-139162 eng Ramirez Lozano, Julianna Paola Responsible consumption trend in Generation Z and millennials its impact on SDG 12. A Peruvian case study 2024 Access copy available to the general public Unrestricted Purpose: This study aims to analyze the responsible consumption of Generation Z and millennials in the Latin American market, with special emphasis on the Peruvian case, to identify their differences with consumers born in 1980 and earlier and to evaluate their contribution to Sustainable Development Goal 12. Design/methodology/approach: The study was conducted on a sample of 309 persons living in Lima. After developing and validating an instrument, an online questionnaire was used to collect data. These data were analyzed descriptively and inferentially, using chi-square tests to validate the relationship between variables. Findings: The study identifies and explains the new trend of responsible consumption among Generation Z and millennials in emerging markets, where end consumers interact with and prefer products and services from companies that demonstrate responsible behavior and offer trust. It identifies new consumption variables that go beyond the traditional ones. Research limitations/implications: The study reveals a trend in the responsible consumption of Generation Z and millennials in Peru. However, it is necessary to complement the study in other countries in the region, as well as to study the new generations, such as the alpha generation and their consumption patterns. Practical implications: The new trend of responsible consumption among Generation Z and millennials is forcing companies to implement strategies and develop corporate social responsibility programs. These companies must demonstrate ethical, environmental, socially responsible and sustainable behaviors in their daily operations to satisfy their stakeholders. Originality/value: The study reveals a new trend in Peru, a developing country, where the market – the end consumer – is more informed and therefore demands better corporate performance from companies, including care for the environment and a contribution to society that includes a good relationship with its stakeholders. info:eu-repo/semantics/openAccess by-nc https://creativecommons.org/licenses/by-nc/4.0/deed.es 1.4 2024 MANAGEMENT 310 / 420 = 0.738 2024 Q3 T3 BUSINESS 224 / 316 = 0.709 2024 Q3 T3 0.405 2024 Public Administration 2024 Q2 Education 2024 Q2 Economics, Econometrics and Finance (miscellaneous) 2024 Q2 Organizational Behavior and Human Resource Management 2024 Q3 Strategy and Management 2024 Q3 Business and International Management 2024 Q3 Management Science and Operations Research 2024 Q3 3.5 2024 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Peñaflor Guerra, Renato Sanagustín-Fons, M. Victoria Universidad de Zaragoza (orcid)0000-0002-3957-2466 4009 775 Universidad de Zaragoza Dpto. Psicología y Sociología Área Sociología 37, 3 (2024), 483-508 Academia-Revista Latinoamericana de Administracion Academia-Revista Latinoamericana de Administracion 1012-8255 565597 http://zaguan.unizar.es/record/136306/files/texto_completo.pdf Postprint 1529997 http://zaguan.unizar.es/record/136306/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:136306 articulos driver 2026-02-17-20:30:47 ARTICLE