Generation Z and Conscientious Consumption: A Study on Preferences for Sustainable Products
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Abstract
This study explores the sustainable consumption preferences and behaviours of Generation Z, seeking to identify the level of knowledge about sustainability and how this knowledge influences Generation Z's opinion on this subject. The aim is to understand the weight that social networks and digital influencers have on the sustainable consumption of this generation
Using a quantitative approach, an exploratory study was carried out based on structured questionnaires applied to young Generation Z residents in Portugal.
The results obtained from a sample of around 100 cases show that the level of knowledge about sustainability plays a decisive role in shaping opinions and attitudes, influencing the practice of conscious consumption. The study also reveals that social networks play a crucial role in disseminating information about sustainability and promoting sustainable products.
Key concepts: sustainable products; sustainability; conscious consumption; generation z.
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