Perception of sustainable consumption among Generation Z in Slovakia

Abstract

Background: Considering the current state of the environment and alarming information about global warming, sustainable development is a pressing issue. Sustainable consumption and production are the primary ways to achieve sustainable development globally as well as locally. Aims: The aim of the paper was to examine the extent to which Generation Z consumers are interested in environmental issues and their willingness to adjust their consumption in favour of sustainability. Methods: To achieve the goal, a questionnaire survey was implemented. Sample: Primary research was conducted on a sample of 357 respondents. The sample was stratified to ensure gender representativeness. Results: The primary research revealed that less than half of young consumers are interested in environmental issues. Approximately half of the respondents perceive the consequences of climate change and express concerns about the future in this regard. Only 57% of consumers are willing to adapt their own behaviour in favour of environmental protection and sustainable development. Based on the examination of secondary data, it was found that there is no communication and information campaign focused on sustainable development in the Slovak Republic. Conclusions: Although Generation Z is considered the most environmentally conscious, only half of young consumers in Slovakia show interest in sustainable development issues. The reason may be the lack of a communication and information campaign in Slovakia. Implications: The results highlight the necessity of well-designed communication strategies to strengthen consumer environmental awareness. In this context, social media campaigns and narrative approaches could be essential tools.