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Awareness of sustainable consumption among Polish consumers of generation z – a case study

Garbowska Bożena

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 195

141--157

Purpose: Progressive climate change requires the implementation of this idea not only in companies or manufacturing plants, but also in households. Therefore, this study attempts to: identify the awareness and type of attitudes of Generation Z consumers toward sustainable consumption, and assess the relationship between attitudes about sustainable consumption issues among Generation Z consumers and their behavior and stated intentions to behave toward sustainable consumption. Design/methodology/approach: The survey was conducted among young consumers of Generation Z (n = 380). A non-probabilistic sampling technique known as convenience sampling was used to select respondents for the research sample. The research was carried out by indirect online survey measurement method (CAWI), using a survey questionnaire hosted on Google Form. Findings: Issues of sustainable consumption are familiar to a group of Generation Z consumers. they are aware that excessive consumption and irrational use of resources can adversely affect the environment and climate change. However, the most important criterion in choosing products is price. A favorable aspect is that more and more young consumers are purchasing used products, which may be associated with their lower cost. However, they are more likely to purchase them through online services, which is more convenient. Despite awareness of the benefits of adhering to the principles of sustainable consumption, those surveyed are quite skeptical about supporting nonprofit organizations or participating in social campaigns. Research limitations/implications: The research was carried out narrowly in terms of subjects, so it cannot be generalized to the entire segment of Generation Z consumers. The scope of the presented research is also limited. The results of the research should be considered as a pilot study. Practical implications: Findings are relevant to actors along the entire chain of production and distribution of consumer goods, allowing the identification of consumer needs and behavior. State institutions and European Union bodies should continue their efforts leading to the development of the necessary legal and financial instruments that will encourage citizens to take socially and environmentally responsible actions. Originality/value: This research underscores that sustainable consumption is increasingly important to young consumers and requires an interdisciplinary approach to pro-environmental research on their behavior.