Generational Perspectives on Sustainable Consumption: Exploring Consumer Behaviour of Millennials and Generation Z

Consumerism has become a worldwide problem, impacting not only the economy but also the way we live. One of the major problems resulting from consumerism is global pollution, which obviously affects the environment and has serious consequences, including on people's health. It is essential to take sustainable measures and encourage waste reduction and the choice of eco-friendly products. The main objective of our research paper regarding the generational perspectives on sustainable consumption is to explore the consumer behaviour of two generational cohorts, Millennials and Generation Z, and to provide a general understanding of their attitudes, motivations, and behaviours in relation to environmental sustainability. First, we collected information from the specialised literature about the researched subject, after which we carried out quantitative research using the survey method. The results of the research helped us identify the impediments and challenges faced by Millennials and Generation Z in adopting sustainable practices related to consumption, as well as the factors that encourage them to engage in sustainable consumption. In the last part of our research, we presented some recommendations aimed at improving the culture of sustainable consumption within the Millennials and Generation Z cohorts. This paper contributes to the field by providing essential details about these two generations perspectives regarding sustainable consumption so that, especially companies, can tailor their products and marketing strategies to align with the values and preferences of Millennials and Generation Z, fostering a more sustainable future.