How Environmental Concern Influences Ethical Consumption Decisions Among Young Consumers
DOI:
https://doi.org/10.66635/6ccz2e63Keywords:
Environmental Concern, Ethical Consumption, Young Consumers, Sustainable Consumption, Green Purchasing, Generation ZAbstract
Environmental degradation, climate change, and resource depletion have increased consumer awareness regarding sustainable and ethical consumption practices. With the increasing rise in environmental and conscious consumerism, the youth (Generation Z and young Millennials) is one of the critical market segments. The present article investigates the environmental concerns of young consumers and their impact on their ethical consumer behaviour. It implemented a qualitative secondary data approach, in which the most recent academic literature and scholarly sources about the following topics that are available online were retrieved: environmental concern, green purchasing, ethical consumption and sustainable consumer behaviour. Literature was analysed theoretically to look for similar patterns and relationships found in the literature. The data indicated that environmental concern was a significant factor when it comes to ethical consumption, which includes environmental awareness, ethical consciousness, perceived responsibility, and willingness to promote sustainable products and brands. The practice of ethical purchasing also faces several barriers, such as greenwashing consciousness, price sensitivity and lack of access to products. This research contributes to knowledge of younger generations' understanding of sustainable consumption and makes it possible to draw implications for companies attempting to promote consumption behaviour that is moral and sustainable.
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