Examining Generation Z’s Attitudes, Behavior and Awareness Regarding Eco-Products: A Bayesian Approach to Confirmatory Factor Analysis

The research examines Generation Z’s (Gen Z’s) attitudes, behavior and awareness regarding sustainability-oriented products in two European countries, located the region of Western Balkans, Bosnia–Herzegovina Serbia. deploys generational cohort theory (GCT) a quantitative analysis primary data collected through an online questionnaire among 1338 primary, high school university students, all belonging to Z. It Confirmatory Factor Analysis (CFA) by running both Maximum Likelihood (ML) Markov Chain Monte Carlo (MCMC) procedures, latter being suitable for binary variables, which have been deployed study. results MLCFA provide evidence that there is statistically significant relatively strong relation between sustainability circular economy attitudes (SCEA) (SCEB), while insignificant weak (SCEB) (CEW). BCFA, based on MCMC procedure, are similar rather commonly used procedure. also confirm Gen Z knows more about companies recycle than it does CE as concept, vast majority concerned future planet motivated learn various awareness-raising measures.