Consumer Awareness: Environmental Consciousness, Conscious Lifestyle among Generation Z based on Primary Data

Abstract

Conscious living is a consumer phenomenon that is closely related to the issues and trends of health promotion, sustainability and environmental awareness. This complex behaviour is investigated in this study among Generation Z. In many cases, the specific values and mindset of young people induce specific solutions, be it in terms of education, preference systems or consumer choice. Young people are also a special target group with regard to this issue because their values are often still immature and can be shaped and moulded. In our view, it is important to make young people aware of the meaning and significance of this way of life and of its individual social and environmental benefits and effects. In this study, we present the partial results of quantitative research on Generation Z in the light of descriptive statistics and correlation analyses. Based on the evaluation of 226 evaluable questionnaires, we were able to establish and confirm that in many cases young people themselves are not aware of the ways and aspects of self-aware lifestyles, which underpin the importance and necessity of educational programmes.