International Journal of Innovative Research in Engineering & Multidisciplinary Physical Sciences
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Analyzing Factors Influencing Sustainable Consumption Habits in Generation Z: An Empirical Study

Authors: Heer Jayendra Shah, Dr. Vilas Chauhan


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Country: India

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Abstract: issues. When pandemic struck the country, people became more sensitive and vigilant for environmental concerns. To lessen down the global warming and its pessimistic impact had been on the fore front for many countries. Green products also known as Eco-friendly products play a very crucial role here. Consumption of such goods lay a positive impact on environment all together. This research paper aims to comprehend the green purchase behaviour of Gen Z belonging to Gandhinagar, Gujarat. A detailed survey of 126 graduate students was done to scrutinize the factors that affect green purchase behaviour. The study also investigates the relationship between demographic variable and green purchase behaviour. An attempt is also made to study the sources of information and the problems that Gen Z face while buying the green products. Simple Random sampling method is used to select respondents. Primary data is collected from respondents with the help of structured close-ended questionnaire comprising of 5 point Likert scale. The data collected is analysed using SPSS version 20. Descriptive statistics and average mean is calculated further. To check the reliability, Cronbach’s Alpha is applied. Since the study undertaken is quite elaborative in nature, major findings of the study are presented and discussed at the end.

Keywords: Green Product, Green Purchase behaviour, Environment and Gen Z

Paper Id: 230711

Published On: 2024-06-19

Published In: Volume 12, Issue 3, May-June 2024

Cite This: Analyzing Factors Influencing Sustainable Consumption Habits in Generation Z: An Empirical Study - Heer Jayendra Shah, Dr. Vilas Chauhan - IJIRMPS Volume 12, Issue 3, May-June 2024. DOI 10.37082/IJIRMPS.v12.i3.230711

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