Generation Z

A study on consumer behavior regarding sustainability criteria

Abstract

Generation Z increasingly demonstrates representativeness in the global market and is associated with consumption focused on socioeconomic and sustainable issues. Therefore, the theme of this work originated from the expectation of understanding these young people consumption behaviors. The main objective of the study is to identify the determining factors for the purchasing decisions of Generation Z consumers related to sustainability. This article employed a quantitative descriptive approach, using the Survey method to analyze the answers from the questionnaire in relation to the statements made by the authors cited throughout this study. Information was gathered on the characteristics and purchasing habits of this generation, the communication channels that influence them, the main social media platforms they use, and the sustainability drivers in their product purchases. As a result, it was possible to analyze that Generation Z has specific purchasing characteristics and habits, that they believe that freedom of choice and expression are essential, they prefer things to happen quickly and efficiently, they are more inclined towards online shopping, and they seek products that provide new experiences. Instagram and WhatsApp are the main communication channels influencing this generation. Furthermore, it is noticeable that there is a distance between these individuals and the ideas of sustainable consumption presented in this study. Thus, it becomes evident that sustainability is not the primary factor influencing their purchasing decisions, with price being the main driver.