A Qualitative Approach to the Sustainable Orientation of Generation Z in Retail: The Case of Romania
Bibliographic record
Abstract
In order to highlight the extent to which young consumers, or members of Generation Z, are familiar with the sustainability principles implemented by retailers operating in emerging markets, the authors conducted a qualitative empirical research study with the help of a semi-structured in-depth interview guide. Respondents were asked to express their perception of the extent to which their favorite retailers adopted and implemented the social, economic, and environmental dimensions of sustainability. The results show that respondents viewed retailers’ sustainability orientation favorably, specifying concrete measures implemented by their preferred retailers. They seemed to favor those retail networks making a useful and proactive contribution to resource preservation and environmental protection, whilst taking care of employees’ welfare and being involved in their local communities. From a theoretical perspective, the paper makes a clear contribution to enhancing the generational theory-based studies on emerging markets, where market conditions and polyvalent consumer behavior are highly dynamic, and where sustainability principles play a major role in drawing and maintaining their customers. From a management perspective, the paper provides retailers with an overview on the measures, tactics, and actions that allow them to properly target consumers and develop a proper customer approach strategy.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.008 | 0.005 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.002 | 0.002 |
| Science and technology studies | 0.007 | 0.010 |
| Scholarly communication | 0.004 | 0.003 |
| Open science | 0.001 | 0.005 |
| Research integrity | 0.002 | 0.002 |
| Insufficient payload (model declined to judge) | 0.003 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".