Exploring Generation Z's Environmental Concerns and Its Effects on their Purchasing Behaviors
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In the last two centuries consumption has risen due to the Industrial Revolution. Consumers’ purchasing behaviors and consumption levels illustrated over the past few decades have resulted in a rise in environmental concerns among younger generations. Generation Z consists of people born from the mid-1990s to the mid-2000s and are starting to graduate college, enter the workforce, and gain a voice through voting in elections. Studies have shown that consumers are more likely to purchase products that align with their personal values or from companies who support issues that consumers are concerned about. As younger generations concern regarding the environment and sustainability rises, companies are starting to use newer solutions to illustrate that they care about these issues. However, since Generation Z is a younger group there has not been much research on how environmental concerns affect their purchasing behavior. Many companies have tried to use corporate social responsibility, green marketing, and social innovation to illustrate to consumers that they share the same concerns and are currently trying to make their products sustainable. The lack of studies over Generation Z’s preferences or how environmental issues affect their purchasing behaviors, is a serious problem for companies because this age group is estimated to make up 25% of the American population and have higher purchasing potential than previous generations. This research looks at three different tactics used by companies and makes recommendations on how they can be modified to be more authentic.