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Generation Z And Consumer Trends In Environmental Packaging

June 2020

Authors:

Martina Topić-Rutherford

University of Alabama

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Citation:

Topic, M and Mitchell, B (2019) GENERATION Z & CONSUMER TRENDS IN ENVIRONMENTAL

PACKAGING. Project Report. The Retail Institute, Leeds.

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http://eprints.leedsbeckett.ac.uk/6066/

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GENERATION Z

& CONSUMER TRENDS IN

ENVIRONMENTAL PACKAGING

Authors: Ben Mitchell & Dr Martina Topic

1ntroduction: Developments in environmental packaging research

Consumers and the environment research review

The value of generational research

Introducing Generation Z

Z Consumers

Generation Z’s environment

Generation Z – Summary

Generations: shopping, the environment and packaging

Generation X and Older

Online shopping

Importance of environmental issues

Personal action on environmental issues

Packaging

Generation X – Summary

Generation Y/ Millennials

Online shopping

Importance of environmental issues

Personal action on environmental issues

Packaging

Generation Y/ Millennials - Summary

Generation Z

Online shopping

Importance of environmental issues

Personal action on environmental issues

Packaging

Generation Z – Summary

Mixed Generation Groups

Importance of environmental issues

Personal action on environmental issues

Packaging

Mixed Generation Groups – Summary

Focus Groups Summary

Report Summary

References

Whether it is minimising food waste, recycling

correctly or adjusting to new packaging designs

that use different materials, the actions of

consumers are key to the success or failure of

product and packaging design interventions.

Manufacturers and retailers need consumers to

understand changes generated to reduce

carbon footprint or limit waste going to landfill.

This report considers the value of consumer

insights to the potential effectiveness of

strategies aimed at reducing the environmental

impact of packaging. In particular, it looks at

how generational research, with a particular

focus on Generation Z, can help to identify

trends in consumer attitudes and behaviour.



The report begins with a brief review of

academic research published in the last year

that analyses environmental packaging from a

range of consumer perspectives. It then

provides a profile of Generation Z based on

emergent findings from a range of sources. It

also includes a summary of generation’s

attitudes and likely behaviour with regard to the

environment. We also report on the findings of

focus groups conducted by The Retail Institute

that sought to identify the specific shopping

motivations and pro-environmental behaviour

of different generational and class groups.

To begin with, the consumer aspect of the

environmental impact of a change in

packaging design is the subject of a study

published in the Journal of Industrial Ecology.

Researchers conducted an environmental

analysis of packaging-derived changes in food

production and consumer behaviour[1].

Previous analysis of the trade-off between the

benefits of packaging functionalization and

the increased environmental impact from

packaging production did not account for

consumer behaviour, despite being key to

reducing food loss and waste (FLW) and

reducing environmental impacts.



Yokokawa and colleagues attempted to tackle

this missing aspect using ‘consumer behaviour

scenario analysis’ and a ‘break-even rate of

food loss’. Their study looked at packaging-

derived changes in food production for milk

and cabbage products. They found that

extending the expiry date and apportioning

the package size of milk products have the

potential to reduce FLW and global warming

potential (GWP). The total GWP decreased in

several behaviour scenarios when consumers

discarded the food after the expiration date or

a few days after opening.

However, apportioning the package size of

cabbage could have a negative effect on the

total environmental impacts. Although it was

effective for consumers eating after the expiry

date, apportioning the package size of

cabbage products induced an increase in the

GWP of food production. The study found that

to decrease the GWP effectively by

apportioning the package size of a cabbage,

the apportionment of the package size must

lead to saving more than half of the edible

parts.

Recent academic research reflects the increased

scrutiny and expectation of the last few years

and many studies published in the last year are

relevant to environmental packaging. These

cover diverse topics including consumer

perceptions, packaging design and functionality,

food waste, labels, waste management and

methods of life cycle analysis.

Consumers and the

environment research review

Further research relating to consumers and

pro-environmental packaging has looked at

purchase intentions for bioplastics[2]. The

study of German consumers found attitudes

towards toward bioplastics, green consumer

values and, most interestingly, bioplastic

product experience and knowledge all

influenced purchase intention. While the

purchase intention for bioplastic products for

all German citizens was around 56%, about 95%

of the consumers with product experience

intended to buy bioplastic products. The

experience and interest in information is key to

bioplastics as consumer understanding is still

developing. The differentiation of bioplastic

products from conventional plastics is not

obvious to consumers and the findings

suggest that overcoming that challenge could

be significant for increasing purchase

intention.



This study is part of other a wider group of

studies providing insight into consumer

preferences for new packaging designs. For

example, experiments conducted to assess the

effect of sustainable design strategies on

purchase intentions found positive responses

to circular designs (e.g. biodegradable

materials) compared to linear redesigns (e.g.

packaging lightweighting)[3].

In addition, consumers perceived packaging

redesigns that combined multiple

sustainable design strategies, as only

marginally more sustainable than packaging

with single strategy redesigns. Therefore,

there appear to be diminishing returns in the

moral satisfaction consumers achieve from

buying products with multiple sustainable

features.

The way that products communicate

sustainability through packaging also

continues to be a topic of interest within

academia. This relates to both visual layout

and different types of labelling. A study

focusing on the ‘visual ecology’ of product

packaging notes that brand-related

packaging elements tend to be much more

visually conspicuous than characteristics such

as sustainability and nutrition[4].

The research also used a distinction between

top-down and bottom-up control factors that

influence consumer attention. Top-down

factors include goals, task instructions,

preferences, decision style, cognitive load,

involvement, task complexity and mood.

Bottom-up factors refer to the visual ecology

of a product, in terms of visual salience,

surface coverage and distance to centre.

The study challenges previous research

suggesting that top-down factors tend to

dominate bottom-up factors. However, analysis

of 158 consumer products found that visual

ecology (salience, size and distance to centre)

does influence the probability of consumers

fixating a packaging element and that top-

down control does not interfere with bottom-

up processes as much as previously assumed.

The value of studies like this are to identify

what could happen if retailers, brand owners or

possibly policy makers change the visual

ecology of packaging by enhancing the

visibility of sustainability or nutrition labels.

Small changes could lead to much higher

levels of consumer attention to sustainability or

nutrition, especially if consumers have a related

goal.

Another angle on consumer perceptions

concerns how people interpret the CSR

(corporate social responsibility) claims on

packaging. A study examining the effect of on-

package claims on perceptions of health

benefits, taste and attitudes and behavioural

intentions towards the company, found that

claims relating to food manufacturing,

employee welfare and eco-friendly packaging

all positively influence consumers’ intention to

purchase[5]. Consumer most positively

perceived employee welfare claims. They also

had impacts on consumers’ inferences of

product-related attributes, particularly when

the specific CSR claim are congruent with the

consumer inference. For example, food-

manufacturing claims are more strongly

associated with health-related consumer

inferences. The authors conclude from this

that consumers perceive CSR activities as

more credible when they are congruent with

the product’s attributes and image.

These studies are examples of the kind of

research on consumer packaging perceptions

that continue to offer insight into how new

materials, formats, designs and

communication methods may affect

consumer attitudes and behaviour.

Many other papers published in the last year

provide consumer-packaging insights from a

range of different countries where attitudes

and behaviour are likely to vary.

For example, a study of green packaging’s

impact on young Romanians’ environmental

responsibility found that the country has

relatively recently become preoccupied with

sustainability issues[6]. Noting the

importance of environmental information, it

emphasises the role of green marketing to

raise awareness and change consumer

behaviour. Another Romanian study found

that difficulties in finding information about

the packaging, along with price and costs,

was a major obstacle to purchasing green

packaging[7].

Another international study has noted that

national cultures (in this case, Germany, France

and the US) differ in how they weigh the

relative impact of recyclability, reusability and

biodegradability, which suggests a need to

differentiate packaging strategies across

countries[8]. In addition, a study aimed at

developing a multidimensional measure of

consumer perceptions of eco-labelling involved

fieldwork undertaken in Malaysia, a country

described as a pioneer in Asia with respect to

promoting eco-friendly consumption[9]. There

are also studies observing the influence of

altruistic and egoistic values on Indian

consumers’ purchase intentions of eco-friendly

packaged products[10], an increase in

consumer awareness and purchase intention

of eco-friendly food packaging in Latvia and

the factors influencing young consumers’

purchase intentions in Indonesia[11].

These studies are a reminder of the

complexity of different factors that

determine consumer behaviour with

regard to packaged products.

Environmental knowledge and concern is

changing at different rates around the

world and within different demographic

segments. This is taking place alongside

continuing innovation to reduce the

environmental impact of packaging.

Continuing to monitor all of these dynamic

factors is an important role for researchers

and generational research is one area that

can offer insight. This is not only in terms of

the differences between age cohorts but

also as indicators of market trends. With

that in mind, The Retail Institute has

followed up on last year’s consumer survey

on environmental attitudes and

packaging-related consumer behaviour

with focus groups to understand the

perspectives of different demographic

groups.

The value of generational research

In 2017, the Retail Institute’s Consumer of the

Future annual report noted some of the

characteristics of the Millennial cohort

(Generation Y) with particular reference to the

influence of social media on consumer

behaviour. Businesses have focused on

Millennials for several years now as trend setters

and their emergence as the most powerful

market cohort. Increasingly, the attention is

moving to understand what we know so far of

the following cohort Generation Z.

Although definitions vary, Generation Z

were born between 1995 and 2010,

meaning that the oldest are in their early

20s while the youngest are not yet 10. This

means that our understanding of

Generation Z as a complete cohort is

incomplete and still developing. Much of

the existing research focuses on the older

part of the cohort, from around age 16 and

older. Because definitions do vary, analysis

of the younger of the Millennial cohort is

also relevant to understanding Generation

Z. Nonetheless, the research reported here

offers insight into a cohort whose life

experiences are the first indication of the

impact of growing up in a completely

digital world.

Generational research highlights how social,

cultural and technological changes influence

different segments of society. While some

generational differences may have more to do

with cultural or psychological influences,

studies of, and comparisons between

generations show the extent that those other

influences persist or evolve over time. If used

correctly, generational research promises great

value to marketers and retailers. It offers

insights into the current and future desires and

behaviours of different age cohorts. Analysis of

the attitudes and behaviours of different

generational cohorts suggest the likely

demands and expectations of future

consumers. This is particularly useful as we

learn about consumer intentions with regard

to the environment.

However, it is important to take care in the

interpretation of these trends. It is tempting to

make assumptions about the characteristics of

certain age groups based on observed

technological change. Some writers may

exaggerate the differences between

generations by interpreting events too simply

or drawing conclusions on data that relates

more to life stage than the experience of

cohorts born in a specific era. Pollsters Ipsos

Mori[12] distinguish between three types of

age-related analysis. ‘Period effects’ involve

people of all ages changing in a similar way

due to a societal shift or event. ‘Life cycle

effects’ are those changes in attitudes and

behaviours change that come as people get

older.

‘As we continue to seek knowledge and

insight into consumer behaviour,

particularly in relation to packaging and the

environment, generational research

provides a valuable perspective. The

potential significance of social attitudes and

environmental awareness to consumer

choices adds to the value of observing the

effect of economic events and cultural shifts

on various consumer groups. Changing use

of media and shopping habits indicate the

approaches that retailers and brand owners

should use to communicate to Generation Z

effectively.

‘Cohort effects’ reflect generational differences

in views and behaviours that people carry with

them through life. Recognising these

differences improves the accuracy and

reliability of generational research. It is also

important to remember that the differences

between cohorts are likely to be marginal in

that, for example, the youngest Millennials may

have more in common with the oldest from

Generation Z than with those who are the

oldest in their own generational group.



Generational research highlights how social,

cultural and technological changes influence

different segments of society. While some

generational differences may have more to do

with cultural or psychological influences, studies

of, and comparisons between generations show

the extent that those other influences persist or

evolve over time. If used correctly, generational

research promises great value to marketers and

retailers. It offers insights into the current and

future desires and behaviours of different age

cohorts. Analysis of the attitudes and behaviours

of different generational cohorts suggest the

likely demands and expectations of future

consumers. This is particularly useful as we learn

about consumer intentions with regard to the

environment.

However, it is important to take care in the

interpretation of these trends. It is tempting to

make assumptions about the characteristics of

certain age groups based on observed

technological change. Some writers may

exaggerate the differences between

generations by interpreting events too simply

or drawing conclusions on data that relates

more to life stage than the experience of

cohorts born in a specific era. Pollsters Ipsos

Mori[11] distinguish between three types of

age-related analysis. ‘Period effects’ involve

people of all ages changing in a similar way

due to a societal shift or event. ‘Life cycle

effects’ are those changes in attitudes and

behaviours change that come as people get

older. ‘Cohort effects’ reflect generational

differences in views and behaviours that

people carry with them through life.

Recognising these differences improves the

accuracy and reliability of generational

research.

It is also important to remember that the

differences between cohorts are likely to be

marginal in that, for example, the youngest

Millennials may have more in common with

the oldest from Generation Z than with those

who are the oldest in their own generational

group.

As we continue to seek knowledge and

insight into consumer behaviour, particularly

in relation to packaging and the environment,

generational research provides a valuable

perspective. The potential significance of

social attitudes and environmental awareness

to consumer choices adds to the value of

observing the effect of economic events and

cultural shifts on various consumer groups.

Changing use of media and shopping habits

indicate the approaches that retailers and

brand owners should use to communicate to

Generation Z effectively.

The first observation to make about Generation

Z is the diversity of the cohort. This is in terms of

both demographics and personal interests. They

are ethnically diverse, as the populations of

many countries have become increasingly

multi-cultural and multi-racial. With more

people living in urban areas, more young people

grow up exposed to a wider range of cultural

perspectives compared with previous

generations[13]. Multiple studies also suggest a

diversification of interest, describing the trend

within Generation Z as individuality[14], non-

conformism[15] and increased complexity and

nuance[16]. A survey of 1500 US students found

‘being different’ to be a trend, with people

within this group trying to be unique while still

belonging to a peer group[17].

While this may make it more difficult to

summarise this generation than it is for others, it

is an important distinction to state that, as Ipsos

Mori suggests, ‘lives are becoming more

stretched and varied within a cohort group’. The

survey organisation states that having more

ways to connect and experience things with

technology enables people to pursue their own

interests and engage with like-minded groups.

To add to this, there is a greater tendency for

younger people to shift their interests,

preferences and affiliations, which could be true

for both politics and shopping patterns.

A mixed methods study including social media

analysis, focus groups and expert interviews

described shifting identities and the ‘traditional

hallmarks of adulthood in flux’. This involves ‘age

compression and acceleration’ in which young

people appear to make adult choices and

decisions earlier while continuing certain aspects

of childhood into later years.

Related to this diversification and greater

tendency to change is the idea that

Generation Z are relatively more open-

minded and culturally aware. Commentators

hypothesise this greater awareness to come

from online access and growing up in a time

of turbulent world events[18]. An

international study of Generation Z noted

that the cohort has “spent their entire lives

online, and as a result, have been more

intimately exposed to the failings of the

powers-that- be to tackle world issues than

any generation preceding them” and this has

led to a breakdown in trust towards

traditional political and civic institutions. This

creates the potential for greater activism and

expectations that authorities – either

governmental or commercial – tackle

perceived injustices and environmental

damage.

Generation Z’s very high media use links

these trends together. Often described as

‘digital natives’, access to digital devices from

a young age has made them accustomed to

being connected at all times[19].

This full integration with technology[20] has

given them enhanced digital skills, the ability to

follow their interests and monitor world events.

It also has repercussions for shopping behaviour

and the way that Generation Z engages with

brands.

Aside from the sheer embeddedness in digital

technology, the cohort’s media usage is

significant for the choice of media and the way

it is used. The shift away from traditional cultural

media such as television and the greater use of

personal devices[21][22] and online channels for

viewing has important implications for

marketing.

Furthermore, the kinds of behaviour that are

now habitual because living a life of digital

connectivity may have changed the core

motivations of young people as shoppers and

consumers.

‘Life casting’[23], the practice of sharing one’s life

online, has created a need among social media

users to find novel products and experiences to

share. This promises to alter how people find

and choose products. The greater awareness of

social and environmental issues could

contribute to the desire to share products and

experiences that are perceived to be ‘doing

good’.

Z Consumers

The implications of Generation Z’s reported

characteristics for retail and marketing are that

the cohort is more varied and complex than

previous generations, making it difficult to

characterise with simple concepts or statements.

While it is important to re-emphasise that

differences between generations are very small

at the margins, there does appear to be some

consensus on the distinguishable features of

Generation Z consumer behaviours. This

includes a more pragmatic and cautious attitude

to money compared with Millennials and a

greater desire for unique and personal products

and experiences.

The greater price-consciousness of Generation Z

has a link to the economic circumstances they

have lived through so far. In addition to the

global financial crisis, the stagnation of young

people’s incomes, compared with those of older

people, has generated a greater cautiousness

among younger Millennials and Generation

Z[24]. The accuracy of this is still unclear.

However, some consumption patterns may

indicate greater discernment in product choices.

For example, Ipsos Mori states that there has

been a shift away from materialistic values, with

30% of teenagers in 2018 feeling that the things

they own say a lot about how well they are doing

in life, compared with 42% of teenagers in 2011.

Sun Branding Solutions’ Guide to Generation Z

distinguishes them from Millennials in that they

are less likely to spend lots of money on a single

designer item, preferring instead to make their

money go further. While it is still important for

them to be fashionable, designer brands is

somewhat less likely to be their strategy for

achieving it, as the table below suggests:

Related to this is the attitude towards brands.

In our 2017 Consumer of the Future report, we

noted that evidence did not support the

perception that Generation Y had become less

interested in brands compared with previous

generations. It was more likely that the

apparent differences in relationship with

brands were due to engagement through

different media channels. For Generation Z,

the idea of brand dealignment continues to be

compelling but the reality could relate more to

a need for new brand strategies. An article

citing multiple US-based surveys suggests

that quality is preferred to brands for around

four fifths of Generation Z[25]. However, Ipsos

Mori’s study found that 35% of teenagers still

feel brand names matter to them. The analysis

from that study suggests that lower

disposable income has contributed to a bigger

challenge for brands to maintain their appeal

to this generation. Ipsos Mori states, “The

importance of diversifying and retrofitting

brands to the budgets of younger people with

less disposable income will likely become ever

more important”[26].

The slight differences in brand relationship

could also relate to Generation Z’s behaviour

as online consumers. While Millennials are also

associated with higher levels of online

engagement (and people of all ages now shop

online), Generation Z may be distinct from

previous cohorts in that fewer of them spend

time watching television, listening to the radio

or reading print publications. Related to this is

their receptiveness to advertising.

IIn particular, the flexibility and convenience

demanded from retailers relates to creating

individualised products and experiences. This

is a key theme that emerges from the

extensive mixed methods study conducted by

US advertising agency RPA. The findings

suggest that brands must recognise

Generation Z on an individual basis and help

them to both improve and market

themselves[32]. Personalization, therefore, has

moved to a ‘hyper’ level that avoids rigid

categories and appeals to micro-interests[33].

A study comparing Gen Z with both Gens X and

Y found the youngest of these cohorts to be

most discriminating in their preferences for

advertisements. Generation Z was most positive

about more innovative advertising formats that

offered control over the viewing experience[27].

They tended to skip online adverts faster and

more frequently than previous generations. This

suggests a preference for interactivity such as

the opportunity to influence a story or outcome.

A US retail industry study found that 44% of Gen

Z respondents said they would like to submit

ideas for product design, given the

opportunity[28].

Related to this is the strong expectation among

Gen Z-ers that retailers continue to innovate in

delivering quality and convenience both online

and in stores. A study of Generation Z views of

smart retailing found that they expect

technology to make informed shopping

decisions easier and transactions quicker[29].

In terms of product choices, health is

common feature of Generation Z studies.

Ipsos Mori state that access to technology,

social media and the impacts of government

interventions have contributed to healthier

behaviour within this cohort. They are also less

likely to indulge in unhealthy behaviours such

as smoking and drinking, reflecting general

social change and the shift to online

activities[34]. Specifically, there has been a

drop in teenage consumption of free sugars in

England between 2010 and 2016 and a drop

(29% to 18%) in adolescent daily consumption

of soft drinks between 2002 and 2015. Sun

Branding Solutions also note health

consciousness of Generation Z, highlighting

the influence of the greater efforts of

Generations X and Y in this regard. There is

also a tendency for more sophisticated food

choices, a reflection of the diverse cultural

influences experienced by this cohort.

Despite the characterisation as digital natives,

this still includes in-store retailing. One survey

in the US found that almost two thirds of

Generation Z prefer shopping in-store to

online, and three-quarters of respondents

preferred an engaging in-store experience[30].

As one student of Gen Z suggests, “This

generation of children has grown up in a world

where many everyday objects and media

experiences are dynamic, clickable, and

swipeable”[31].

It is almost inevitable that researchers and

commentators will link Generation Z’s attitudes

and behaviour relating to the environment to

the online media use. The greater awareness

and empowerment promised by social media

means that many expect this cohort to hold

stronger views on environmental issues

compared with previous generations. Although

technology has made age or personal

prominence less important in determining

individual impact, Ipsos Mori’s evidence

suggests that Generation Z’s activism on social

causes is just equal to other generations.

However, there is clearly a strong pro-

environmental element within this the cohort

with surveys finding that 47% of Gen Z in the US

has stopped purchasing their favourite brand

after finding the manufacturer did not produce

environmentally friendly products[35] and 45%

choose brands that are eco-friendly and socially

responsible[36]. Interviews with marketing

executives support these views, as they perceive

Generation Z as having greater expectations

that brands demonstrate their care for the

environment with action rather than words[37].

Generation Z’s Environment

The differences between generations may only

be marginal and the attitudes of Generation Z

as a whole cohort are still emergent. Therefore,

some of the latest literature on Millennials,

particularly those at the younger end of that

cohort, could be indicative of what to expect

from Generation Z. For example, the question

of whether Millennials’ greater pro-

environmental attitudes translate into

behaviour are behind studies into their

particular motivations as consumers. Nielsen’s

2015 study found that around three quarters of

Millennials were willing to pay more for brands

compared to only half of baby boomers (born

before 1965)[38]. A study of young Millennials

suggests that this willingness may be mostly

self-interest as Millennials demonstrated more

rational and self-oriented rather than

emotional and others-oriented motives leading

them to act pro-environmentally[39]. The

authors suggest that while Millennials grasp

the environmental consequences of their

actions, they have not yet integrated their

beliefs and actions completely. They also note

that psychographic variables such as altruism,

frugality, risk aversion and time orientation,

have more explanatory power than

demographic variables.

Other influences on cause-related consumer

behaviour include brand loyalty and trust in

companies. A survey of Italian Millennials found

that both trust and loyalty played a key role in

affecting consumers' willingness to support

corporate social responsibility initiatives of food

companies. It found that trust in cause-related

marketing CRM campaigns and environmental

concern positively influenced consumers’

willingness to support a product. However,

brand loyalty can be a constraint to people

switching from a favourite snack to a similar

one supporting social and environmental

causes[40].

In another study of green purchase triggers, a

survey of young Millennials found that

environmental knowledge and environmental

concern were significant predictors of

environmentally conscious consumer

behaviour[41]. The study investigated issues

raised by previous research that revealed a gap

between the willingness to purchase green

products and actual behaviour. Prior studies of

environmental knowledge – defined as “the

‘general knowledge of facts, concepts, and

relationships concerning the natural

environment and its major ecosystems” –

found that it could not predict responsible

environmental behaviour on its own. The

influence of environmental concern – the

“evaluation of, or an attitude towards, the facts

of one’s own behaviour, or others’ behaviour,

with consequences for the environment” – may

influence green behaviour through higher

purchase intention or socially responsible

behaviour. The study also looked at the

significance of perceived consumer

effectiveness, the “belief that the efforts of a

consumer can make a difference in the

solution”, which previous literature suggested

was a strong predictor of environmentally

conscious behaviour. However, perceived

consumer effectiveness was not directly

related to environmentally conscious

consumer behaviour.

The study also found that although younger

shoppers placed the highest importance on

green issues, they did not integrate those

issues into their shopping practices to the

same extent as their older counterparts. This

suggests that younger Millennials’ concern

about the environment is not yet turning into

action. However, the strongest predictor of

environmentally conscious consumer

behaviour among the young Millennials was

environmental concern. This, in turn, was

associated strongly with environmental

knowledge. This suggests that

communication messages should offer

background information about

environmental issues that are relevant to a

product and its role in tackling ecological

problems.

Even if younger Millennials and Generation

Z are not yet transforming their attitudes

into action, their environmental knowledge

and beliefs could still develop into green

purchasing behaviour in later life. A

systematic review of studies investigating

sustainability in retail has characterised

Generation Z as showing very different

behaviour from previous generations in

being more sustainability oriented and

willing to choose retailers that are eager to

offer green products[42]. The authors

suggest that green strategies, either in

production processes or in marketing using

sustainable principles, are essential for

selling products to young people. Green

product features are no longer just an

added feature to improve sales but an

expected pre-requisite among

environmentally concerned young people.

Generation Z – Summary

In summary, it is very tempting to focus on the ‘digital natives’ aspect of Generation Z as its

defining characteristic. While this is certainly vital to our understanding of the cohort, it is also

important to recognise other social and economic influences. The diversity of the cohort

comes from them growing up in a multicultural world with access to greater range of ideas,

influences and tastes. Digital connectivity feeds that diversity. Economic and political

uncertainty has possibly made Generation Z more cautious financially and their awareness is

developing at an earlier life stage than was the case for previous generations. They are also

more aware of the need for health consciousness, generating particular shopping demands in

that regard.



The diversity of interest is individualising consumer behaviour more than ever. Personalisation

is becoming exaggerated to the point that young consumer demand products and

experiences that are unique. This is partly so that they can share them online and develop a

persona that has the flexibility change to over time.



With regard to the environment, existing research suggests that although there is not

significant difference in attitudes between Generation Z and previous generations, there is a

large segment of this group that have strong environmental views. As they develop further

into adulthood, gaining independence and financial stability, the impact of this may become

clearer than it is currently. However, it is likely that the expectations of much of Generation Z

will be for businesses to deliver low cost products that do minimum harm to the environment.

Generations: shopping, the

environment and packaging

We conducted eight focus groups, including

three mixed groups of middle-class men and

women and three mixed groups of working-

class men and women. In addition, we

conducted two focus groups of only (working

and middle class) female consumers.

Consumers self-defined their class and

usually related to their origin, i.e. their

upbringing rather than their current

occupational or social status. We also divided

the focus groups by generation – Generation

X and older, Generation Y (millennials) and

Generation Z.

We selected participants from those

expressing interest in the research from the

Retail Institute’s database of (mostly) Leeds-

based participants. The project team also

advertised through social media. In addition,

personal contacts helped to diversify the

sample. We conducted focus groups in May

and June 2019.

Consumers were asked a number of

questions regarding environmental issues

and consumer behaviour, e.g. whether they

shop for groceries online, what they think is

the most pressing environmental issue of

today, what they do personally to reduce

their environmental impact, and their views

on the packaging.

Therefore, the first visual offered

consumers major environmental issues

recognized by scholars and activists.

These encompass global warming, air

pollution, ocean plastic pollution,

deforestation, overpopulation, species

extinction and household and industrial

waste. The second visual encompassed

personal actions to reduce environmental

impact and these options included:

reduce carbon footprint, avoid or reduce

pollution, minimise resource use (water,

etc), avoid plastic, recyclability, paying for

eco-friendly goods and services. Finally,

the third visual provided logos for

recycling and handling waste and

consumers were asked whether they

know what each one means and whether

they use them when handling packaging

and waste.

Three visuals (figure 1) were used to offer

points of discussion to consumers and

avoid issues with group behaviour where

one consumer says something and many

others follow, sometimes simply because

they cannot remember any other answer.

As some groups had five consumers and

some six, and as not all groups are the same,

there was a time constraint and thus not all

consumers managed to answer the question

of online shopping and recognition of logos.

We made this decision to enable an in-depth

understanding of recognition of

environmental issues and personal action on

the environment, all seen as most relevant

for companies to decide on their sustainable

policies and public relations efforts when

promoting those policies. We present the

results below according to each group to

enable an in-depth understanding of

generational views.

Each group presentation includes a

summary of each group’s views. We have

included plenty of direct quotes from our

participants to provide an accurate

depiction of the way that many

consumers are likely to view the issues

discussed. In many cases, it shows the

struggle people experience in wanting to

achieve environmental objectives when

shopping but feeling constrained by time,

money or lack of choice.

Online shopping

Both the working and middle class

Generation X and Baby Boomer groups

demonstrated a mixture of perspectives on

online shopping. Some participants stated

they did online shopping when it was first

introduced because they saw it as an

advantage but were disappointed because of

missing or replaced products. Therefore,

some found it “more time-consuming buying

it online rather than actually going into the

shop myself and buying it myself” (Lucy).

Others stated that they like online shopping

for its convenience, particularly in regards to

the bulky and heavy goods but prefer to shop

in person for fresh produce, which helps

them manage shopping better (Amrit).

Alternatively, they found it helpful,

particularly for larger shopping missions at

times when they did not have a car (Wendy).

However, some consumers stated they never

shop online for groceries because they enjoy

going to the supermarket:

“I tend to do a big shop, but I am a visual

person, so I do not know what I want until I

see it. So, for me, having to search and scroll,

I just prefer to have everything in front of me,

so I quite enjoy going to the supermarket…”

(Cat).

“I sometimes do it, because it’s convenient

(…) but I don’t do it all the time because I

enjoy the experience of picking my own fruit

and veg, and being able to look at the offers,

just visual and tangible…” (Janine)

Another participant focused on aspects of

the experience of shopping in stores that are

lacking when shopping online:

“They don’t seem to have the produce that

you want, they don’t seem to have the

range, the deals don’t seem to be there.

There’s no big yellow sticker saying “3 for 2”,

all these things seem missing. There’s no

music being piped in which is making your

experience… (Christian)

Importance of environmental

issues

In response to the visual on environmental

issues, participants in the oldest groups had

varied views in which was most important. One

consumer immediately answered that ocean

plastic was most important, adding littering as

the second major issue. This consumer

recognised the importance of public

awareness about the problem, which is not

always the case,

“Ocean plastic for me (…) I remember having

littering chats at school. We used to have to

make no littering posters when I was at

school thirty years ago, so I do not think it is

as relevant and as current as ocean plastic

pollution, which seems to be very relevant at

the moment and very much a topical

subject at the moment…” (Amrit).

However, global warming and plastic were an

issue for other consumers, who stated that

global warming has a dramatic effect on

people and species. Consumers also

recognised that individuals have the power to

do something, and they expressed irritation

with the amount of plastic in supermarkets,

“… it is within our capabilities as a species

to do something about it. So, I am not

completely pessimistic." (Dan)



“I went to the supermarket this morning

to get some bits for our breakfast and

everything was just in a plastic container

and I was just feeling wretched” (Wendy)

Generation X and Older

“I think I’d pick ‘Household and industrial

waste’. And the reason for that is because

it feels tangible, it’s closer to me… (Janine).



“When I had my first child I would just

buy, buy, buy. Clothes, food, and when

we’ve looked back at how much we’ve

spent in the past and how much we’ve

given away to charity or got rid of or just

thrown away, yes, that does make me feel

a bit sick really. So that’s the closest to

home… (Tracey)

However, consumers also recognise that

the pressure is on people to make a

difference whereas they do not perceive

that businesses are not doing enough.

“There seems to be pressure on us at

the bottom, doesn’t there, to change?

But there seems to be no will for it at

the top" (Christian).

“Because I’m sort of thinking my walk

to work is not going to… Well America’s

not going to buy into the agenda, or

whatever; it’s not going to make a

massive difference, but I do it. And the

same with the household and

industrial waste, I think more about

that. And because ocean plastic is so in

the news at the moment, I think that’s

a bit of a difficult thing in my head, but

I’m sort of saying, “Well I’m doing this,

but look at all the cars driving into

work” (Jenny).

Consumers in the working class Generation X

and older group mentioned global warming,

overpopulation, food waste and ocean plastic

pollution as the main environmental problems

in the present. For example, Sid stated that

global warming is a problem because “if we

carry on as we are, there’ll be none of us left. So

we’ve got to cut that out”. Those that stated

overpopulation justified this by saying that

every other issue is related to it (Christian) and

those who mentioned food waste did so

because food waste is something that

everyone can tackle,

Personal action on environmental issues

Choice of energy provider was the most

common way that the Generation X and Baby

Boomer group took personal action on

environmental issues. For example, consumers in

the middle class group stated they switched

energy provider to a more environmentally

friendly energy provider such as Bulb, not only to

reduce their environmental impact:

“I actually did not know it was a better energy

provider in that respect, but it was cheaper as

well than N-Power and that was my

motivator. But it is also better, more eco-

friendly, I believe” (Lucy).

Amrit emphasized problems with recycling

comparing the UK with the rest of the world

and arguing that other countries have more

recycling bins available,

We seem so far behind in that respect.

So, the bins, for example, the litter bins

on the high streets are quite basic,

whereas if you go abroad, you have got

this bit for this, you have got about five

sections to put your waste in, whereas

here, it is about two…” (Amrit)

In echoing this view, other consumers

emphasized the importance of education:

“Yeah, I just think more needs to be

done maybe for the other generations…

just to educate people of the simple

things they can do and find an outlet to

get the message over (…) I think the big

thing is that people recycle but there

are so many other things that people

are not doing … they would be able to fit

into their everyday lives and people are

just not aware. They do not know” (Cat)

Wendy added that she also recycles

whenever possible and saves on water and

equipment and goods, and she uses public

transport,

“If something is in a plastic bottle against

a glass bottle, I will go for that because I

think it is better to do that … I have got a

whole range of reusable bags that I take

with me. If I could afford it, I would pay for

eco-friendly goods, but unfortunately, it is

not something that I can do and it would

be great to afford solar panels, but again,

not something that I can. I do not waste

food, so I recycle clothes, make stuff, so I

use public transport every day. I do have a

car, but I do not drive it on a daily

commute basis…”

Some consumers, however, stated that they

do not believe in eco-friendly goods and

services because it costs a lot and they feel

like someone is making money off them,

“… I mean the ‘Eco-friends goods and

services’; I’m still not completely sold on that

because I think there’s a lot of people

making money out of that, and aren’t

actually that eco-friendly, and often again

because of budgets and less money, you

tend to go, “Well it would be lovely to buy

the eco-friendly bread – or whatever it is –

but it’s three times the price,” and when

you’ve got a family of four you can’t afford it.

But the other stuff, yes, I definitely try and do

everything. I cycle to work so I don’t use a

car to come into work…” (Stuart)



Packaging

When asked about the importance of eco-

friendly packaging, the consumers in the

oldest groups responded that there are

supermarkets where they do not like

shopping because they perceive them as

irresponsible when it comes to plastic.

However, they recognized Morrisons as a

supermarket that makes more effort,

“I try very hard not to shop Aldi, Lidl,

Asda because they have pretty much

reduced the number of open fruit and

veg, everything is in plastic, so I tend to

go more for Morrison’s, which I do think

does try more than any of the others to

provide you with a choice and they have

also stopped using plastic bags for fruit

and veg; they use paper bags. So, I do if I

have to, but it drives me crazy when I go

into these places, considering what we

are all going through at the moment.

Everything is wrapped in plastic…”

(Wendy)

One consumer said that cost is a factor

that influences shopping decisions as

more environmentally friendly produce

tends to be more expensive. She expressed

criticism of supermarkets for not doing

enough to influence changes:

“It is like gluten-free food. That is all

expensive because that is not the norm

and anything that is not the norm is just

so expensive. I do think supermarkets

have such a big responsibility, such a

big responsibility” (Cat)

Other consumers described

the difficulty of avoiding

plastic and recognised the

need to educate people

more about the issue:

“I would if I could; I

find it difficult.

Because nothing’s

not wrapped in

plastic, is it? Even if

you go to the loose

fruit and veg it’s

generally a plastic

bag that you get to

put it in” (Christian)

“I think it’s educating people. The

supermarkets have gone far too much

down the road of ‘everything’s got to

look perfect’, and I think people then

get that mindset that your fruit’s got

to be perfect, your veg has got to be

perfect otherwise it’ll spoil, and people

actually think that’s what it is. So it’s a

bit of re-education there that actually

it doesn’t really matter…” (Stuart).

In addition, some consumers recognise the

difficulty of being more environmentally

conscious when shopping for a family and

thus see environmentalism as a single

person’s issue,

“I think if you’re single you can shop

locally, take your own plastic bag, get

the loose fruit and veg put in, go to the

fish shop and just get that wrapped;

that’s one way of avoiding it. But I

recognise that when I had a family with

me there’s no way I would have had the

time to do that…” (Jenny)

In addition, consumers felt that there is a

problem with bin collection because some

items require washing before they can be

recycled and this leads to the issue of using

more washing-up liquid which is also

damaging for the environment. There was also

scepticism about businesses’ approaches

sustainable packaging:

Consumers also stated that they do not look at

recycling logos when purchasing products,

thus stating that their purchase decisions are

not influenced by environmental concerns.

They also reported a lack of recognition and

understanding of logos:

“I think the big business is scaremongering

and going, “Well if we made everything

recyclable it would cost loads more to buy it,

so, therefore, we’re keeping the prices down

for you.” And it’s actually, “No, you’re keeping

the prices down to make more profit.” And

actually, if everything was recyclable and

everyone bought the same thing the prices

might come down anyway because everyone

would be using the same products” (Stuart)



“The coca-cola lids, “Oh look at what we’ve

done, we’ve reduced the plastic to save the

environment.” No you haven’t, you’ve saved

2p a lid which is worth millions of pounds to a

big company like you” (Christian)

“I recognise some of them but it doesn’t

influence my decision. And I try and recycle,

and I try to encourage my family to recycle,

but it’s not something that I check” (Janine)



“It’s not something I check when I buy, but

when we throw the stuff away we do check,

mainly because it’s really frustrating – I think

the point I made before – that some things

aren’t recyclable. Because you think, “Why

is that not recyclable?” (Stuart) Some consumers also expressed frustration

with buying products that look like cardboard

but appears to be plastic once they open it, and

they also mentioned that they read logos and

labels after the purchase and sometimes it is

too late. In addition, some consumers stated

that a traffic light system would be good if it

was on products alerting consumers that the

packaging is not recyclable at all. They also

noted the difficulty of dealing with ‘check

locally’ logos because of local councils having

different collection policies.

Generation X - Summary

Consumers in the Generation X and older group preferred to shop in person, and those who shop for

groceries online did so out of convenience, which is related to bulky items, lack of transport and

having to manage time. Those consumers preferring not to shop online mentioned the tradition and

discounts available in store.



When it comes to environmental issues, middle class consumers recognized littering and ocean

plastic pollution but also linked global warming with all other issues such as pollution and species

extinction. The working class consumers of this generation saw global warming, ocean pollution,

overpopulation and food waste as the most relevant problems of today.

On personal actions, consumers mostly engaged with recycling, but indicated a need for more

knowledge on how to recycle. Some also try to walk as much as possible and use public transport

while some consumers had become aware of the environmental impact of their food consumption.



There was criticism of supermarkets for not doing enough to reduce plastic and help consumers

reduce environmental impact. Consumers found it difficult to avoid plastic and buy more sustainable

packaging. There was a feeling that the pressure to do something about the environment is on

people rather than big businesses. Finally, Generation X and Baby Boomers did not recognise all logos

and tended to read them after the purchase, thus admitting that environmentalism might not

influence the purchase decision.

Online shopping

The millennials group described mixed

feelings and tendencies toward online grocery

shopping. For example, Sarah stated she tried

online shopping “Once just to see how it went”

and saw it more as:

“A time management thing. I thought it

could save time in future if we do it

because you save your shop, don't you? If

you don't have time, you can just buy

again what you bought last time. So I

think that's why we tried it, but I've only

done it once. Prior to that, we were just

going to the shop when we needed to”.

Others said that they shop online for groceries

occasionally,

“it tends to be non-perishable heavy items

because we live in an apartment and I

don't have a car.” (Katie)

“Just to top up, but also I sometimes order

stuff from Amazon now, because you can

get it on the day if you have forgotten it.

But that's the only time I've ever bought

groceries online”. (Liam)

The reason for not shopping online seems to

be about the routine of going to supermarkets

and because shopping online for groceries

does not always feel right. There appeared to

be an attitude towards online grocery that

was distinct from other kinds of online

shopping.

“I do a lot of online shopping outside of

groceries – in fact, I do most of my

shopping online – but for groceries, it

doesn't feel right” (Liam)



“It just feels very wrong. I'm used to

going to the market, and actually, at the

market, I can choose how much I want,

and how it looks, so I've never bought

groceries online”. (Tadala)

Some other consumers stated that they will do

a big shop online, but then if they need

anything specific to make a meal in the evening

they will go to the shop personally to get that.

Within the working class millennials group,

those who shopped online said they prefer it

because they find it easier to budget or because

they do not have a car:

“When we do it in the supermarket, we’re

like, ‘Oh, that looks good, that looks good.’

You kind of think that you are adding it

up as you’re going around, but it’s always

£20 or £30 more expensive than you

calculated it to be.” (Chris)



Those who do not shop online say they prefer

going to the supermarket to see what they are

buying, take advantage of offers, or to provide

diversity in their shopping baskets.

The most important

environmental issues today

There was a variety of views among millennials

on environmental issues at present. Sarah

stated global warming was most important,

“…because it is the overarching issue and

everything else falls within that. But I think,

at the minute, it is a lot about waste, so I

guess it would be household and industrial

waste, but it falls under global warming as

a whole”.

Katie's view on ocean plastic pollution was

influenced by the area where she grew up,

where “people’s livelihood depends on people

going to the beach and having the oceans

clean, and seafood, so that strikes right at the

heart of where I live”. However, some other

consumers saw overpopulation as a problem

because that issue conditions all other issues

and felt that there is not that much they can do

since there are countries that do not bother,

such as China,

“I think at the moment, everybody’s

going on about global warming, but I

have often thought, what can I do? My

little bit, I know you shouldn’t think like

that, but will it really make a difference,

when you’ve got countries like China

that don’t seem to bother at all?”

(Geraldine)

Others in this group did feel that global

warming and plastic pollution were the

main issues.

“I suppose, global warming is the thing

you always think about when you’re

concerned about what is going to

happen in 100 years’ time or something.

Ocean plastic pollution bothers me

because I went and worked at a turtle

hatchery, [laughing] so now I’m like, the

turtles, we need to save them” (Vicky)

Personal action on

environmental issues

Most consumers in the middle class

millennials group mentioned that they were

trying to avoid plastic. For example,

“This year, I said that I’d try not to buy a

plastic bottle this year, and I've

managed it so far. And I think plastic

straws as well, just because of David

Attenborough, I try not to use them…”

(Sarah)



“I do generally try to avoid plastic. I'm

not militant about it, but I definitely

prefer to try not to use plastic. I

normally drink out of a water bottle, a

hiking water bottle…” (Liam)

Some other consumers stated they try to

minimize the resources they use, water and

electricity in particular, or try to walk to most

places to reduce their environmental impact.



Among the working class millennials,

consumers again recognized that changing

energy providers as a personal action to

reduce environmental impact.

“I looked at electric cars. The problem is,

you have to spend a lot to get the

electric car. It’s the same with solar

panels, you have to spend that money

to see the savings. You’ve got to have

the money first, to make the savings

there. That’s something I want to do, or

cycle, but then it all depends on good

cycle lanes as well…” (Joe)

Other consumers mentioned trying to

walk to work, avoiding plastic and buying

disposable products,

“I try to walk back from work every day.

It’s partly to save money, but also, when I

did use to drive quite a long way, I did

feel a bit guilty about it. So, I have

reduced my carbon footprint a bit (…) I

generally try to recycle, although

occasionally, if I’m tired, and something’s

really dirty, I wouldn’t bother, but

generally, I do tend to recycle…” (Lyndsey)



“

However, consumers reported some

difficulties with going green,

I think avoiding plastic is the only one I

might consciously think of. I would like

to recycle more, but I feel like

everywhere else has loads of bins where

it’s done for you. Where I live (…) we’ve

just got a skip. It’s not really an option”

(Vicky)



“I try to buy things that are going to last

a long time, clothes and technology. I

know technology dies, but I try to if I’m

going to buy a laptop, I will pay a few

quid more to make it last a couple of

years longer and keep it. A lot of stuff

makes economic sense as well. With a

lot of my clothes, I will go and get them

mended…” (Chris)

Packaging

Most of the middle class millennial

consumers stated that the whole issue of

plastic is new to them and while they do

care about the issue, it does not

necessarily stop them from buying

anything. For example, Sarah stated,

“I'm not making any changes to what

I'm buying yet. It's more that after I buy

it, and when I get home, I'll look at the

packaging and think, actually, that's

not that great, or that is quite good.

And then I do it that way, so I know for

next time, but at the minute, I'm aware

of it, but I haven't made any changes”.

Katie stated that she is trying to buy more

aluminium cans when she goes out during

weekends and this is because aluminium is

easier to recycle than plastic. Liam

admitted that it does not stop him from

buying a product but it is something he will

consider when making a purchase decision,

“If there were two products, and one

was aggressively packaged and not very

recyclable, and the other one wasn't,

and it was much more eco-friendly, I

would definitely go for the eco-friendly

one. But if I didn't have the choice

between the two, and it was just one

that was aggressively packaged, I'd

probably still buy the thing if I wanted it,

rather than not buy it at all. Which

probably isn't very good of me” (Liam).

Tadala stated, however, that she hadn’t

“thought about it all. I just buy what I like”. In

contrast, Chloe thought,

“about it all the time. Everything I buy,

I’ve been gradually trying to buy the

more eco-friendly versions. So I've

stopped buying plastic toothbrushes

and started buying bamboo ones. I'd

rather spend a bit more money and

know that they're not going to go into

landfill”.

The group acknowledged that more eco-

friendly packaged products would

encourage them to reduce plastic use.

However, they also admitted that they do not

always know what eco-friendly packaging is.

A lot of things have it pretty much

stamped on there if it's eco-friendly

because it's a selling point at the

moment. So if something is, I think it's

quite clear. It's mainly with new

products though. If it's with existing

products, it’s probably not as clear. You

feel like you have to sacrifice your

favourite brand or whatever it is if it's

not recyclable. So not having to sacrifice

what you actually want will probably

make people buy into that more”

(Sarah).

Consumers also stated that it would be

good if big brands did more to encourage

reducing environmental impact. For

example, Katie directly called upon

supermarkets to do more,

“I like statistics, and I like facts and

things like that, so speaking about the

fact that I’m flying, it would be cool if

Morrisons said, ‘use your Morrisons card

and we can show that you reduce your

carbon footprint by this much by using

this much packaging.’ I know it's not

great, but it would make me feel a little

bit better if I could see a whole year's

worth, and it said, ‘we've been tracking

you, and you've used this much.’ That

would probably gamify it, using

gamification, to make you feel like, ‘I'm

going to get extra points if I make sure I

pick this packaging. It's a little bit

money, but it would make me feel a

little less guilty’”.

“I like statistics, and I like facts and

things like that, so speaking about the

fact that I’m flying, it would be cool if

Morrisons said, ‘use your Morrisons card

and we can show that you reduce your

carbon footprint by this much by using

this much packaging.’ I know it's not

great, but it would make me feel a little

bit better if I could see a whole year's

worth, and it said, ‘we've been tracking

you, and you've used this much.’ That

would probably gamify it, using

gamification, to make you feel like, ‘I'm

going to get extra points if I make sure I

pick this packaging. It's a little bit

money, but it would make me feel a

little less guilty’”.

Some mentioned examples of bad

environmental policy management while

others called for reputation damage on

social media,

Some mentioned examples of bad

environmental policy management while

others called for reputation damage on

social media,

“Aldi have all these signs up in the shops

about how sustainable they are in terms

of energy, but they're the worst

supermarkets in terms of packaging.

They seem to be hypocritical. They're

trying to get on the bandwagon, but

doing as little as possible” (Chloe).

“In the social media world, you have to wait

for someone to shame them, and then

they will change (…) Once somebody

makes a big deal of it, then they say, ‘okay,

we’ll change it.’ If nobody says anything,

they're not going to do anything” (Katie).

When asked about packaging logos,

consumers said that they do not use logos

when buying but were more likely to when

disposing of packaging. However, they also

state they do not recognise all of the logos or

fully understand what they mean. This

particularly applies to logos on compostable

items. One saw PET as a negative logo but was

not sure what it meant and thus was not sure

how to use it. When it comes to understanding

logos, consumers stated that recycling logos

are easy to understand but interestingly some

consumers stated they paid more attention

when they lived abroad because they were

being refunded for returning and recycling

items,

“I looked at them more when I lived in the

States because you get money for

recycling things in the States. So I would

look on it to see how much... If it had a duty

of tax paid on it, I would think, that's five

cents, I'll put that in the thing ... I've never

understood why that isn't done here

because it meant that there are never cans

or bottles on the side of the road because

it's literally money on the side of the roads”

(Katie).

The main reason for not understanding logos

and rules around recycling lies in the lack of

information. Some in this group reported that

the information from local councils is not

detailed enough, which then requires online

searches to understand rules about recycling.



“You don’t have that time to start

examining all the labels, necessarily. But if

something was a few pence more

expensive and it was eco-friendly, I would

buy it. If it was significantly more

expensive, I would probably stick with the

same thing” (Lyndsey).

Some in this group also blamed big

companies for not doing enough to help

the environmental cause, but they also

recognise they tend to notice more in

some situations than others.

“…You don’t walk around the supermarket

blown away with how eco-friendly

everything is” (Vicky).

This group also mentioned that they do not

always recognize logos and understand their

meaning. In some cases, they thought that the

logo means the item is recyclable but then

later they discover it is not. Some also stated

they would prefer to have a written instruction

rather than a logo because that would be

clearer and some reported confusion with

different councils having different rules. In

addition, some consumers mentioned that

councils do not send enough information and

clarification on what that particular council is

willing to recycle.

Working class millennials mentioned the price

of eco-friendly products as well as the fact they

return home and then realize the packaging is

not recyclable, thus again emphasizing buying

first and then thinking environmentally

second,

“If something is cheaper than something

else, a lot of people will go for that. That

determines a lot” (Geraldine)

Generation Y/ Millennials - Summary

Millennials expressed mixed feelings about online grocery shopping. Some engage with that

activity for top-up shopping and for convenience (e.g. for non-perishable items) or because

they do not have a car but the majority seemed to agree that they enjoy going to

supermarkets in person.

Millennials recognized global warming, ocean pollution and overpopulation as the most

pressing issues of today. However, they expressed a sense of powerlessness, saying they do

not know how much they can contribute. Personal actions included trying to recycle, reduce

plastic, walk more and save on utilities. As with the Generation X and Older group, some of

these consumers had changed energy providers.

However, our groups of millennials did not always follow-up the views expressed on the

environment with regard to packaging. While some mentioned ocean plastic pollution as a

pressing issue and said that they try to reduce plastic, when it came to packaging, it did not

necessarily influence their purchase behaviour. This was justified with the fact that the

packaging issue was new to them and they are still learning about it, thus going in line with

views from the older group, which expressed a need for more education about packaging

and recycling. Several millennials also said they will buy what they like regardless of the

recyclability of the product. In this group, consumers also mentioned the role of big

companies and the fact they do not do enough to help consumers reduce environmental

impact.

“This is going to sound really bad and I

don’t want it to sound bad, but my

parents do my shopping for me so that

means that I get a food delivery every

week. I would personally shop online as

well. Now that we have the service – like

you say, some places don’t have the

privilege of having it – as we have it I think

as I grow up I will use that to an

advantage. I do go to the supermarket. I

will go to Morrison’s and do odd bits

there… (Courtney).



“My family and myself don’t tend to online

shop for groceries because we live close

to a Tesco’s so we will pop in anyway. I

think for convenience in the sense of if we

know we are running out of something

then mum will go, ‘Right, I will go to the

shops,’ because it is not so far away rather

than ordering it and then waiting in.

Sometimes the waiting in and the

delivery can be a bit of a pain…” (Rebecca).

Others suggested that online shopping makes

it too easy to overspend,

Generation Z consumers in the middle class

group tended to shop online more than the

other groups, although this is often due to the

continuing influence of their parents rather

than a preference towards online shopping.

For example,

Online shopping

“A lot of the time I do my food shop at

Aldi, which doesn’t do online shopping so

I can’t. (…) It is convenient, but I feel like if I

did that I would end up spending loads of

money because I would be scrolling

through and going, I will have that and

have that, whereas in the shop there’s

certain aisles I won’t go down. I won’t go

down the snack aisle or the chocolate

aisle” (Yasmin).

All of the participants in the working class

Generation Z group said that they do not

shop online, and reasons include getting a

sense of a product, especially perishable

ones, and not seeing shopping in store as an

inconvenience,

“I do not feel the need to do my shop

online. I am sure it would be fine if I did

do it online, but I just like going to store.

Sometimes you can walk around and

pick up things that you do not really

need, whereas I feel like if I did do it

online, I would not be as likely to do

that.” (Caitlin)

Others stated that groceries are the only

thing they would not buy online, or stated

firmly that they will always shop in store and

never shop online because they have a car

and all supermarkets are close by and thus

there is no reason to shop online.

Those in the working class Generation Z group

mentioned a variety of issues we face today but

the majority agreed that air pollution is a major

issue. For example, Jay stated that this came

from a personal experience of trying to cycle to

work where he is becoming even more aware

to what extent cars pollute the environment.

Bilal also agreed with this view and added

littering, and emphasized that this is

something he can associate with and on which

each individual can act. Other consumers

agreed with this view,

“I think mine would be littering and air

pollution. It is the two things that are

commonly talked about and we can

associate ourselves with and something that

we can possibly change. I think global

warming just seems a bit too big, a bit too

large for a common person to have an

impact on, whereas littering is something

that each individual can change and air

pollution is something that each individual

can change…” (Bilal).

However, some consumers also mention the

sense of despair because they are not sure

what they can do personally about the

problem even if they are aware of it and

concerned about it. Haikah, however, thought

that all issues are interrelated but the most

pressing one at the moment would be

species extinction because so many species

are dying out.

Personal action on

environmental issues

Relating to personal actions, some

Generation Z participants expressed strong

views about recycling saying it is hard to go

plastic free, and expressed criticism of big

supermarkets, such as Tesco, for not doing

enough,

“Imagine how much plastic is in Tesco

right now. I think it is the organisations

that should need to do something for

us to do anything. Fair enough, the

pubs aren’t serving plastic straws any

more, which is great and we are not

drinking them, we are buying our metal

straws, but there is still that big 80-90

per cent chunk of your life that you

have to have the plastic because if not,

how can you buy the item?” (Rebecca).

Participants stated they always recycle,

cycle, and do what they can but they also

feel manufacturers have a responsibility to

reduce the plastic they use in products,

“I think a lot more pressure should be

put on manufacturers about plastic as

well... but it seems like a lot of the onus

is on people to make sure that they do

their bit and they are being good to

society and recycling and things like

that. [Manufacturers] need to practice

what they preach” (Sarah).

“I think that global warming is a massive

issue, but like you pointed out, we have

been learning about it. I remember in

primary education having to do A3

posters about global warming. I believe

in it. I do think it is a thing. I am not like a

Trump that is like, ‘That doesn’t even

exist’” (Rebecca).

Participants in the middle class Generation

Z group mostly selected global warming as

the most pressing issue, linking the issue

with species extinction, which they also

linked to plastic in oceans. Some consumers

stated it is appalling that the world is not

doing enough about it, however,

interestingly this group mentions they have

learnt about the issue in schools,

Importance of

environmental issues

Those in the working class Generation Z group

mentioned a variety of issues we face today but

the majority agreed that air pollution is a major

issue. For example, Jay stated that this came

from a personal experience of trying to cycle to

work where he is becoming even more aware

to what extent cars pollute the environment.

Bilal also agreed with this view and added

littering, and emphasized that this is

something he can associate with and on which

each individual can act. Other consumers

agreed with this view,

“I think mine would be littering and air

pollution. It is the two things that are

commonly talked about and we can

associate ourselves with and something

that we can possibly change. I think

global warming just seems a bit too big, a

bit too large for a common person to

have an impact on, whereas littering is

something that each individual can

change and air pollution is something

that each individual can change…” (Bilal).

However, some consumers also mention the

sense of despair because they are not sure

what they can do personally about the

problem even if they are aware of it and

concerned about it. Haikah, however, thought

that all issues are interrelated but the most

pressing one at the moment would be

species extinction because so many species

are dying out.

Personal action on

environmental issues

Relating to personal actions, some

Generation Z participants expressed strong

views about recycling saying it is hard to go

plastic free, and expressed criticism of big

supermarkets, such as Tesco, for not doing

enough,

“Imagine how much plastic is in Tesco

right now. I think it is the organisations

that should need to do something for

us to do anything. Fair enough, the

pubs aren’t serving plastic straws any

more, which is great and we are not

drinking them, we are buying our metal

straws, but there is still that big 80-90

per cent chunk of your life that you

have to have the plastic because if not,

how can you buy the item?” (Rebecca).

Participants stated they always recycle,

cycle, and do what they can but they also

feel manufacturers have a responsibility to

reduce the plastic they use in products,

“I think a lot more pressure should be

put on manufacturers about plastic as

well... but it seems like a lot of the onus

is on people to make sure that they do

their bit and they are being good to

society and recycling and things like

that. [Manufacturers] need to practice

what they preach” (Sarah).

Packaging

When asked if they consider packaging

when shopping, some of the middle class

Generation Z group said that they do try to

buy from more sustainable producers but

they also recognize this is not always easy.

In other words, some consumers felt that it

is not easy to avoid plastic because it is

everywhere. Other said that they favour

convenience because of parenting

responsibilities,

“I use shampoo and conditioner and

body wash from a company called

Lush, who have got a big mantra about

animal cruelty and against that, but

they have started doing non-plastic

packaging (…) I did think about that

and I liked that, so I have bought that,

but then at the same time if I need

some shaving razors and they are in

the most incredible crazy packaging

because it is a razor, I am going to buy

them because I need them. That is my

other point. If I need that product and

that is the way that product is

packaged across the board, I am going

to buy it regardless of my own mantra,

which is why I felt like it falls on the

brand before the person because you

can only buy what is available”

(Rebecca)

Before I became a mum I was a right

little activist (…) Now I am all about the

convenience. I will do whatever is

closest.” (Yasmin).

“… when I am buying groceries, I do try

to buy loose products instead of those

that are pre-packaged using plastic or

seals because first of all, those products

are more fresh compared to those

packaged goods. … it is not something

that I do very frequently because I have

cheaper and more easily available

options than eco-friendly goods as well”

(Haikah).



“I would definitely say it is to do with

the price. That would be the reason I

would not be picking the eco-friendly

option and I feel that is the only reason

for me personally as a student ... I

cannot afford to buy all eco-friendly

packaged products as opposed to

those that are available to me. I would

like to if they were less expensive.”

(Caitlin)

Some in the working class Generation Z

group noted that eco-friendly products

tend to be more expensive, which is often a

reason why they buy products that use

more plastic,

Some said they had noticed recycling

information and logos at home after they

have already purchased a product. In addition,

they recognise only recycling logos but do not

always use them,

“I would say that in store, I probably

would not actively look for symbols, but

definitely once I have finished with the

packaging, I think I look and see where

can this go? What bin do I have to put

this in? Where does it go? But yeah, not

in store” (Caitlin)



There was also a recognition of a need for

more education on how to recycle and what

can and cannot be recycled along with the

fundamental role of local councils in providing

the service and the information,

“I should probably be more educated

on what they mean because even that…

[points to one of the logos on the third

visual]… I just probably would have now

gone home and googled that because I

do not know what that means.” (Caitlin)

Generation Z - Summary

Generation Z consumers said that they do not shop online, except for those whose

parents buy groceries for them. Most of these consumers stated that they do not shop

online and the main reason mentioned is the tangible feeling of seeing and touching

the product. Global warming and air pollution were the most pressing environmental

issues cited by Generation Z, although species extinction and ocean pollution were also

important to this group. They also expressed the feeling of powerlessness and inability

to change regardless of the level of personal involvement.

Generation Z also expressed negative views of supermarkets and big business, saying they

are not doing enough to reduce plastic and help consumers be more environmental. They

did report trying to buy eco-friendly packaging but said this is not always easy since

supermarkets are full of plastic. This generation is engaged pro-environmental activities

but also said that they buy products with plastic because of the difference in price. Similar

to other groups, consumers in this group also tend to notice logos once they are at home,

and thus after they have purchased the product. Consumers in this group recognize the

need for more education about recycling and waste collection.

In addition to the six generational working-

and middle class groups, we also conducted

two focus groups with mixed generational

working and middle class women, focusing

particularly on environmental issues and

packaging. Many of their comments and

responses reflected the other groups.

Some of the mixed group saw global

warming and air pollution as umbrella issues

that cover all others. However, they also

raised the issue of ocean plastic pollution. A

sense of personal responsibility and the idea

that any individual action can make an

impact was also prominent:

Importance of

environmental issues

“I think if one person did one little thing

like I’ve just gone vegetarian and I recycle,

and if somebody just does whatever it is,

just recycling, then I think we could make

a big impact” (Nicky)



“It’s down to us, isn’t it?” (Dena)

One consumer also spoke about emotional

aspect of pollution thus revealing that some

consumers taker environmental issues to

heart:

“That ocean plastic pollution, it just breaks

your heart. And when you see a fish or a

dolphin or something that’s just choked

on plastic, it’s just… And I hate littering. I

will actually stop somebody in the street if

they drop something. And I will shame

them; rather than telling them to pick it

up, I will shame them…” (Jane)

One participant said that there is nothing she

can do about overpopulation and that it is a

general problem. Another felt disheartened

and emotional but also powerless about

ocean plastic pollution and species extinction

that comes as a result,

“I find a couple of these stand out more to

me, and it’s because it’s emotive. And it’s

ocean plastic pollution, and it’s species

extinction. And then I feel a bit ashamed

because I recognise that that provokes

more of a response in me; that’s almost

such a generic expression now. Again, I

can’t do anything about that…” (Frances)

Household and industrial waste was raised in

connection with bin collection problems and

the lack of ability to recycle everything. It was

also seen as an area where individuals can

make a difference. Consumers also revealed

that they did not know until recently what

kind of impact they can make,

However, some consumers also mentioned

global warming as a pressing issue saying

they feared for what it will be like for their

children. Overpopulation and species

extinction were also recognised as having a

general impact and affecting all other species

and environmental events,

Personal action on

environmental issues

When it came to personal actions, there was

a debate in the mixed groups centred on

supermarkets and what they could do to help

the environment, as well as personal

responsibility in not shopping in

supermarkets that do not engage with

reducing plastic, thus effectively advocating a

boycott of organisations not perceived as

environmentally conscious,

“It has to start from the individual.

Because at the end of the day, the

supermarkets put the greengrocers out of

business, the little ones. so we can’t

change them, we can’t change politics, we

can’t change anything. But what we can

do is change ourselves. So, if you’re not

happy with all the plastic in Marks and

Spencer, don’t shop there; try and shop

somewhere else” (Dena)

Consumers recognised Morrisons and Waitrose

as supermarkets trying to make an impact on

paper bags and reusable food containers

respectively. One M&S customer expressed

frustration in her chosen supermarket:

“I shop at Marks, and only because I live on

my own, so I can do that. And there is so

much plastic, they use so much plastic,

and I am so aware of all the plastic that

Marks and Spencer use. It annoys me, it

really, really annoys me” (Jane)

Other personal actions mentioned in the

mixed group include water saving at home

with water meters, which had the benefit of

financial savings, and avoiding plastic with

reusable water bottles. Other participants who

recycled and avoided plastic observed that

their bins were not getting emptied often

enough.

Some in the group then said they do not have

all bins, and suggested there is a ”postcode

lottery” and that the problem with full bins is

that it prevents consumers from using them

properly. Some also expressed concerns about

not knowing how to recycle and suggested

that as a society we need more education on

how to recycle and which bins to use,

Packaging

When asked about shopping for eco-friendly

packaging, participants in the mixed

generation group stated they would buy eco-

friendly packaging and that they are more

willing to give it a try now than before,

“I think about it when I’m shopping,

because like I say, I can’t believe how much

plastic there is about. And I know

Morrison’s have started with these paper

bags, but then they’ve got all the products

in plastic. So yes, I would definitely buy

something that’s more eco-friendly” (Nicky)



“Yes, I think I would now, I’d be a bit more,

“Give it a try.” But I am noticing when I’m

chucking stuff away, probably more than

when I’m buying it in” (Francis)

Others expressed dissatisfaction with the

possibility of having to pay more for eco-

packaging and openly stated they would

frequently go for cheaper packaging,

“That will not be justified … you are

paying for the packaging, so I am not

having Iceland turn around and say to

me, ‘Oh, new fact. Turn up with your

wooden crate and you can pay 5p more

for the privilege.’ I do not think so” (Jane)



Finally, one participant was critical of the

idea of paying more,

“I think if I was in a better financial

position … then I would think about it,

but it is whatever is the cheapest and it

sounds awful really” (Ruth)

Mixed Generation Groups - Summary

The mixed group of consumers saw global warming and air pollution as the most pressing

environmental issues, from which all other issues emerge. However, there was also a view that

household and industrial waste were more personally relevant issues. This led to discussion of

bin collections, the lack of recyclable bins for all waste and the idea that there is a so-called

postcode lottery where some areas are more privileged compared with others.



The personal actions of the mixed group reflected those of the other groups, including

recycling, saving on utility bills and reducing plastic. They echoed the need for education with

the view that many consumers do not know how to recycle, what is recyclable and what is not.

There was also dissatisfaction that eco-friendly packaging is more expensive, and

acknowledgement that this is the reason why they buy cheaper products even though they

would like to buy eco-friendly and reduce environmental impact.



The feeling of individual responsibility conflicted with feelings of powerlessness, especially

relating to ocean pollution. There was criticism of supermarkets not doing enough to reduce

plastic calls for avoiding shopping in supermarkets that seen as irresponsible. Although some

were willing to pay more for eco-packaging, some also admitted that even though plastic policy

in their favourite supermarket bothers them, they still shop there.

The findings present a range of views, however, differences between classes or generations

appeared to be small. Differences seemed to be more on an individual level but also related to

the availability of services. For example, some consumers debated the postcode lottery and

stated they do not get all bins to recycle effectively in contrast to areas with wealthier residents

where bins are allegedly more readily available.



What seems to run across the majority of groups is a sense that too much responsibility is being

placed on consumers. Many of our participants felt that manufacturers and especially

supermarkets are not doing enough to tackle packaging and reduce plastic. These views are

present in nearly all the groups. Interestingly, in many groups (both the middle class and

working class and in different generations), consumers recognized Bulb energy company as a

sustainable service provider changed to that service as part of their personal action on the

protection of the environment.



The sustainable policies of supermarkets – even though considerable – were not recognized,

with the exception of Morrisons, which was mentioned in several groups as an organization that

is trying to do something with introduction of paper bags and selling fresh produce unwrapped

in plastic. What is also relevant is that views on packaging are similar among all groups where

the vast majority expressed a lack of knowledge and education about recycling and the use of

bins. In this, the majority blamed local councils and stated that more knowledge is needed on

this matter.

What is particularly interesting is the similarity views on online shopping for groceries where all

groups reported a preference to physically go to the supermarket rather than shop online. This

is a particularly interesting finding for Generation Z, perceived as a digital generation and

predictions of a complete shift to online shopping. However, when we look at these eight focus

groups, there seems to be a generational consensus that supermarkets will survive without

going online so long as they provide value for money and produce that consumers want.

Meeting the packaging brief for any kind of grocery product is already complex and

demanding. Choosing materials, formats and functionality features while ensuring an

attractive design and minimising environmental impact is difficult enough without then

taking into account the actions of consumers as part of a pack’s environmental credentials.

The research reported here demonstrates that a complete environmental assessment would

include an understanding of consumer behaviour in terms of the food waste implications of

packaging design. Similarly, consumer acceptance of packaging marketed as more

environmentally friendly is an important aspect of the success or failure of that product. Prior

environmental knowledge and concern, along with experience of using such products is vital

to the uptake of such products. This has implications for marketing and the design of

packaging as the visual ecology of a product is just as important as consumer goals and

preferences. Further complexity comes from the different interpretations of corporate

responsibility claims and their congruence with overall brand image.



Retailers and marketers must consider these factors within context of differences between

countries, cultures and market segment. Generational research provides that kind of context

as it helps us to compare generational attitudes and behaviours and observe emergent

patterns brought about social and technological developments. While care in the

interpretation of generational claims is necessary, observing consumers in this way helps to

identify potential growth in demand for particular types of product.



Our review of existing knowledge about Generation Z – a cohort still to move fully into

adulthood – noted that its main distinguishing feature is actually its diversity. It is not easy to

sum up this generation in a few simple statements. This group has diverse interests and has

grown up in a time that has encouraged them to carve a separate identity. Being different is a

trend and this could lead to a growth in hyper-personalisation – the demand for products that

are just for the individual. Furthermore, their interests are likely to change often and they want

businesses to help them market themselves. This generation also seems to be more cautious

with money, shifting somewhat from possessions as a status symbol but also expecting a high

standard of experience when they do go shopping. They want brands to offer interactivity and

to be flexible in the products they offer.



The report has also noted a greater awareness and open-mindedness among Generation Z on

world issues that, along with an apparent breakdown of trust in institutions, promises more

activism and higher expectations of companies to act responsibly with regard to the

environment. The amount of environmental concern among this cohort may not be any

greater than it is for other generations but there does seem to be a passionate pro-

environmental element among them that demands more from businesses. However, it is still

unclear whether this stronger desire for environmentally friendly shopping will translate into

behaviour change. Research into millennials suggests that cost is still more important than

saving the planet and the financial constraints they live is likely to make this equally true for

Generation Z. However, should they retain that desire for a better future, their expectations of

businesses will be backed up by spending power as they become more financially

independent.

Our own recent research into consumer attitudes to environmental issues aimed to identify

differences between generations in terms of their preferences and behaviours. However, there

were few clear differences found and several recurring themes in the focus groups. The most

notable difference was the desire among Generation Z to be responsible shoppers was

constrained by affordability and the fact that they were not yet fully independent from their

parents’ shopping choices. This is a reminder that some generational differences have more to

do with current age than the effect of the time when each generation grew up.

The common themes among our consumers included a developing awareness of a range of

environmental issues and frustration and criticism of retailers and other businesses. While it was

common for our respondents to state the importance of issues such as global warming and

overpopulation to all of the other environmental problems, many also noted the emotional

responses to ocean plastic pollution and species extinction. Many reported feeling a sense of

powerlessness to respond to these global problems. However, most of our consumers said that

they engage in pro-environmental behaviours such as recycling, switching energy provider or

avoiding using the car when possible. The discussions that took place also provided a sense that

many are still learning about these issues as they shared knowledge of ways to reduce plastic or

cut carbon emissions.

However, our participants described their actions as individuals alongside their criticisms of

retailers and other big businesses for producing too much plastic and placing too much

responsibility on the consumer. They felt that they could do little to affect global warming and

plastic pollution while businesses could be doing much more. The perception that environmental

alternatives cost more may have limited their pro-environmental purchases, although they did not

feel that higher prices for such products was always justified. Finally, it is clear that consumers do

not yet have environmental issues at the forefront of their minds when standing in a supermarket

making purchase decisions. They do not look at recycling labels until they have finished using the

product and many are still learning about what is and is not recyclable.



This report has shown that consumers are an essential part of the calculation of green credentials.

Environmental consumerism is becoming a social norm and the greater awareness and concern

of younger generations will continue to push for green products to be an essential standard for

business.

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[9] Taufique, K.M.R., Polonsky, M.J., Vocino, A., Siwar, C. (2019) ‘Measuring consumer understanding and perception of eco-labelling: Item selection and

scale validation’, International Journal of Consumer Studies, 43 (3), pp. 298-314.

[10] Prakash, G., Choudhary, S., Kumar, A., Garza-Reyes, J.A., Khan, S.A.R., Panda, T.K. (2019) ‘Do altruistic and egoistic values influence consumers’

attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation’, Journal of Retailing and Consumer Services, 50,

pp. 163-169.

[11] Auliandri, T.A., Thoyib, A., Rohman, F., Rofiq, A. (2018) ‘Does green packaging matter as a business strategy? Exploring young consumers’

consumption in an emerging market’, Problems and Perspectives in Management, 16 (2), pp. 376-384.

[12 IPSOS MORI (2018) ‘Beyond binary’: The lives and choices of Generation Z

[13 Turner, A. (2015) ‘Generation Z: Technology and social interest’, The Journal of Individual Psychology, 71(2), pp. 103-113.

[14] Van den Bergh, J and Pallini, K. (2018) ‘Marketing to Generation Z’, Research World, Issue 70, pp.18-23.

[15 Barnes and Noble College (2018) Conversations with Gen Z.

[16] RPA (2018) Identity Shifters: A Gen Z Exploration. Rubin Postaer and Associates.

[17] Barnes and Noble (2018)

[18] Van den Bergh, J and Pallini, K. (2018)

[19] Turner (2015)

[20] IPSOS MORI (2018)

[21] Sun Branding Solutions (With research by Maru/VCR&C) (2019) Vision Critical: The Everything Guide to Generation Z.

22] Southgate, D. (2017) ‘The emergence of Generation Z and its impact in advertising: Long-term implications for media planning and creative

development’, Journal of Advertising Research, Vol 57(2), pp. 227-235.

[23] Van den Bergh and Pallini (2018)

[24] Turner 2015; IPSOS MORI (2018); Sun Branding Solutions (2019)

[25] Covino, R.M. (2018) ‘Catch Some Zs: Don't fall asleep on the up-and-coming consumer powerhouse, Generation Z’, Convenience Store News,

Jun2018, 54(6), p70-78.

[26] IPSOS MORI (2018), p.148

[27 Southgate (2017)

[28) Brill, P. (2019) ‘A closer look at Generation Z’, Gifts & Decorative Accessories, January 2019, pp. 48-62. Ref. to study by National Retail Federation.

[29) Priporas, C.-V., Stylos, N., Fotiadis, A.K. (2017) ‘Generation Z consumers' expectations of interactions in smart retailing: A future agenda’,

Computers in Human Behavior, 77, pp.374-381.

[30] Covino (2018)

[31] Southgate (2017)

[32] RPA (2018)

[33] Van den Bergh et al (2018)

[34] Ipsos Mori (2018)

[35] Covino (2018)

[36] Brill (2019)

[37] Van den Bergh (2018)

[38] https://www.nielsen.com/uk/en/insights/article/2015/green-generation-millennials-say-sustainability-is-a-shopping-priority/

[39] Naderi, I., Van Steenburg, E. (2018) ‘Me first, then the environment: young Millennials as green consumers’, Young Consumers, 19(3), pp.280-295.

[40] Lerro, M., Raimondo, M., Stanco, M., Nazzaro, C., Marotta, G.(2019) ‘Cause related marketing among Millennial consumers: The role of trust and

loyalty in the food industry’, Sustainability (Switzerland), 11(2), art. No. 535.

[41] Heo, J., Muralidharan, S. (2019) ‘What triggers young Millennials to purchase eco-friendly products?: the interrelationships among knowledge,

perceived consumer effectiveness, and environmental concern’, Journal of Marketing Communications, 25(4), pp.421-437.

42] Kamenidou, I.C., Mamalis, S.A., Pavlidis, S., Bara, E.-Z.G. (2019) ‘Segmenting the generation Z cohort university students based on sustainable food

consumption behavior: A preliminary study’, Sustainability (Switzerland), 11 (3), art. no. 837

Image page 34 Greta Thunberg @ carolefontainephd.com

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PERAN GENERASI Z DALAM PENGUATAN LITERASI PENGELOLAAN SAMPAH DI KOTA MALANG

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Ayu Kartika

Penelitian ini mengeksplorasi pengalaman generasi Z yang tergabung dalam Environment Green Society dan Trash Hero Tumapel dalam melakukan penguatan literasi pengelolaan sampah di Kota Malang. Peneliti menggunakan teknik wawancara mendalam, observasi, maupun dokumentasi. Sebagai digital native, kedua organisasi dalam penelitian ini memanfaatkan potensi media sosial seperti Instagram sebagai sarana literasi. Selain mengedukasi melalui ruang virtual, Environment Green Society dan Trash Hero Tumapel juga melakukan upaya literasi dengan berinteraksi langsung dengan warga lokal, khususnya pelajar. Dalam melakukan aksinya, terdapat beberapa tantangan dalam penguatan liteasi pengelolaan sampah di Kota Malang, mulai dari respon masyarakat, keterbatasan sarana prasarana, maupun kurasi algoritma yang mengatur persebaran informasi di media sosial.

Do younger generations care more about environmental issues? A comparison of perceptions between Gen Z and Gen X in Jo-hannesburg, South Africa

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Many studies around the world have shown differences between generational cohorts in levels of concern about global environmental change. Global environmental change caused by the anthropogenic practices poses a threat to human life as well as biodiversity, and it is perpetuated by the lack of awareness of environmental sustainability. To spread awareness where it is lacking, it is important to determine which generation is more concerned about global environmental change. This study analysed the Knowledges, Attitudes and Practices of Gen X and Gen Z to determine which one is more concerned about global environmental change. There were no significant differences seen between the two generations in their respective levels of green knowledgeand their level of concern for climate change and environmental problems. There was, however, a significant difference in the peer discussions on global warming of the two cohorts; the results revealed that discussions are more common in the Gen X cohort. Investigating environmental perceptions in light of generational cohorts is of importance to environmental groups seeking to communicate with different generational cohorts to push the climate change movement forward, strategise better for climate adaptation plans and for policy makers to better advocate for climate action.

The Influence of Well-being, Empowering Leadership, and Career Development on Work Engagement in Generation Z in Indonesia

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Understanding and improving employee job engagement is essential for organizational success in today's corporate environment. This study examines the effects of three important variables on work engagement among Generation Z employees, a group distinguished by distinct socioeconomic origins and attitudes: well-being, career growth, and empowering leadership. With 438 respondents from Indonesia's Generation Z, the study uses a quantitative methodology and reveals some noteworthy conclusions. First of all, it finds a significant and positive relationship between well-being and work engagement, highlighting the role that programs promoting physical and mental wellness have in raising employee engagement. Second, the study emphasizes the critical significance of empowering leadership by showing a robust positive correlation between these leadership philosophies and Generation Z employees' work engagement. Thirdly, it emphasizes how important career development opportunities are in determining how engaged employees are at work. It suggests that options for professional development and progression are important factors in determining employee engagement in this group. Finally, the study reveals a favorable correlation between employee well-being and leadership that emphasizes empowerment, suggesting that leadership styles that prioritize empowerment have a favorable impact on worker wellbeing. Together, these data provide organizations looking to increase job engagement among Generation Z employees with useful information and practical tactics for cultivating a more engaged and effective workforce.

Is Gen Z a pro-SDG generation? A critical review and reflection

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The coronavirus disease 2019 (COVID-19) pandemic caused issues related to public vaccination and nucleic acid testing management and mental and physical health pressures resulting from pandemic lockdowns. Gamification has played an important role in addressing these issues and the effect of COVID-19 by promoting behaviour changes, providing positive information, relieving mental stress, and improving happiness. In the COVID-19 prevention and control experience of China, gamification has been successfully applied in many effective cases, such as 1) the collection of gamified rewards to increase the public's acceptance for vaccination and nucleic acid testing; 2) the reduction of negative emotions and improvement of happiness during lockdown by gamified social interaction; 3) the encouragement of home fitness; and 4) the improvement of online education effects. This chapter focuses on the role of gamification in a pandemic, specifically as a support tool, by people in China.

GenZers as Marketing Managers

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Oct 2024

The idea of generation sheds light on the attributes of people who lived during a particular era by explaining how societies that experienced similar experiences, eras, and systems throughout human history share common behaviors, values, and personality traits (Arslan & Staub, 2015; Bellou et al., 2018). According to Mackay (1997), generational differences arise from how people perceive and respond to recurring events and shifting environmental situations. These differences are also seen in how people conduct themselves in the workplace.

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Environmental analysis of packaging‐derived changes in food production and consumer behavior

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J IND ECOL

This study analyzed the environmental impacts of packaging‐derived changes in food production and consumer behavior to assist packaging designers in making environmentally conscious decisions. Packaging can be functionalized to prevent food loss and waste (FLW), for example, extending the expiration date and apportioning the package size, but it can generate additional environmental impacts from changes in food and packaging production. Previous studies assessed additional impacts from packaging production; however, the effects of packaging functionalization are yet to be connected with food production and consumer behavior. To examine the effect of functionalization on these aspects, we analyzed packaging‐derived changes in food production for milk and cabbage products. The case study compared products with functionalized packaging that permits a longer expiration date or a smaller portion size to their base‐case products. Our results showed that the packaging‐derived changes increased the global warming potential (GWP) of food production more than other processes did. Thus, changes in food production weakened the effectiveness of the packaging functionalization to decrease the GWP. Moreover, the analysis of consumer behavior scenarios showed that consumers’ perception of the expiration date decisively influences the effectiveness of packaging functionalization. When consumers discarded food after the expiration date, provided they consumed in small quantities, the packaging functionalization reduced FLW. From the scenario analysis, we identified appropriate combinations of packaging functionalization and consumer behaviors to effectively decrease total GWP. With our expanded analysis, packaging designers can understand the effectiveness of their decisions on the product life cycle in reducing FLW and environmental impacts.

Green Marketing’s Roles in Sustainability and Ecopreneurship. Case Study: Green Packaging’s Impact on Romanian Young Consumers’ Environmental Responsibility

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Feb 2019

In contemporary society, which is preoccupied with sustainability issues, green marketing highlights a new dimension of the economic, social, and environmental responsibilities of businesses. This article aims to provide an integrative vision on green marketing roles in informing, raising awareness, educating, and changing consumer behaviour towards sustainability and ecopreneurship and to highlight the results of research regarding PlantBottle® green packaging’s impact on the environmental responsibility of young consumers. The research was conducted based on a survey, and data were processed with statistical methods. The research results validate a set of hypotheses regarding: Romanian consumers’ lack of information leading to environmental responsibility; the impact of environmental information and awareness on green responsible behaviour; and the need to intensify efforts towards environmental responsibility. By the novelty of the research, which was conducted in a country that has rather recently become preoccupied with sustainability issues, the paper fills in a gap in a relatively limited research area: countries where green culture is developing and can become a landmark with implications for managers, educators, and the scientific community.

Segmenting the Generation Z Cohort University Students Based on Sustainable Food Consumption Behavior: A Preliminary Study

Article

Full-text available

Feb 2019

In-depth knowledge of sustainable food consumption behavior regarding university students, and especially the younger ones, reveals tendencies of the worlds’ sustainable future. This study aims to explore the sustainable food consumption behavior of the Generation Z cohort (18–23 years of age) that is studying at Greek universities and living away from home, and to segment them according to their behavior. Quantitative research was implemented with an online questionnaire, which resulted in a collection of 252 valid samples. The results revealed that the focus of sustainable food consumption behavior is limited to eating seasonal fruits and vegetables and purchasing regional food. Additionally, it identified two student segments based on sustainable food consumption behavior.

The visual ecology of product packaging and its effects on consumer attention

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Jan 2019
J BUS RES

Visual ecology is the study of how different species perceive their visual surroundings. We introduce the concept to consumer research and show that the micro-ecology of product packaging has a predictable visual ecology. Analyzing images of 158 consumer products, we show that brand-related packaging elements are visually conspicuous in terms of visual salience, surface size, and distance to center, while elements related to credence characteristics like sustainability and nutrition are visually inconspicuous. We show that the visual ecology of product packaging is a strong driver of consumer attention independently of consumer goals. Our findings suggest that the reason consumers regularly ignore sustainability and nutrition information is not lack of motivation, but because their visual environment acts as a barrier to attending this information. We conclude with a prediction for consumer attention given a policy intervention to increase the conspicuity of sustainability and nutrition information.

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Jan 2019

The current study investigates the willingness of Millennial consumers towards several corporate social responsibility initiatives carried out by food companies. More specifically, it explores four cause related marketing campaigns implemented by food companies to spread corporate social responsibility. The analysis was carried out in Italy by administering a structured questionnaire to 308 consumers. The willingness of participants to switch a chocolate snack of their favourite brand to another with similar characteristics but produced by a company supporting different social and environmental causes was assessed in four different scenarios. The study uncovered the effects of both loyalty towards the brand and trust in cause related marketing on consumers’ willingness to support different corporate social responsibility initiatives. The findings unveiled the willingness of Millennials to support companies’ social and environmental initiatives. Both trust and loyalty played a key role in affecting consumers’ willingness to support corporate social responsibility initiatives of food companies. Social and environmental concerns as well as socio-demographics aspects are also significant in supporting cause related marketing campaigns. The study has shed light on the preference of consumers towards corporate social responsibility and cause related marketing. Specifically, it provides marketing insights on the initiatives most preferred by consumers to which companies should address their efforts.

Measuring consumer understanding and perception of eco‐labelling: Item selection and scale validation

Article

Full-text available

Jan 2019
Int J Consum Stud

The use of “eco‐labels” by businesses, both as communication and positioning strategies, is increasing. For these eco‐labels to be effective, however, it requires consumers to understand and value what eco‐labels are communicating. Research suggests that there are many factors impeding consumers’ understanding of eco‐labels. Most of these studies have focused on single dimensions of a complex phenomenon and in doing so they have ignored the multifaceted aspects of the construct, suggesting that a more integrated representation is warranted. The work herein undertakes four studies to empirically test and validate a multidimensional measure that can be used to assess how consumers psychometrically understand and perceive eco‐labelling. The four‐study process involves qualitative interviews to extend the issues identified within the literature, followed by two studies using principal component analysis, confirmatory factor analysis and structural equation modelling analysis, each using separate samples, to test the reliability and validity of the proposed eight‐dimensional 27‐item ECOLSCALE. Another study is then undertaken to assess the nomological validity of the scale regarding to consumers’ environmental orientation. The ECOLSCALE developed in this work can be used to assist marketers, policy makers and researchers to evaluate the impact of eco‐labelling schemes on consumers’ understanding of eco‐labels, thereby enabling consumers to make more environmentally informed decisions.

Me first, then the environment: young Millennials as green consumers

Article

Full-text available

Jun 2018

Purpose This research aims to shed greater light on millennials’ green behavior by examining four psychographic variables (selfless altruism, frugality, risk aversion, and time orientation) that may be relevant to millennials’ motives to engage in environmental activities. Design/methodology/approach Data were collected from a sample of younger millennials (n = 276; age = 18 to 30) using a self-administered questionnaire. The data were then analyzed using structural equation modeling (SEM) technique. Findings Overall, the results of the study reveal that rational and self-oriented rather than emotional and others-oriented motives lead millennials to act pro-environmentally. Practical implications The findings of this study have implications for environmental advocates, policymakers and green marketers. For instance, the findings suggest that environmental regulators and lawmakers should continue their efforts to provide economic incentives to encourage pro-environmental purchases among millennials. Additionally, marketers of green products may pursue self-directed targeting strategies in promoting green products among millennials. Originality/value Millennials grasp the environmental consequences of their actions and have the education, motivation and social awareness to participate in the green movement. However, they have not truly begun to fully integrate their beliefs and actions. The present study is an initial attempt to address this issue by investigating various psychological factors that are relevant to the millennials’ core behavioral motives.

Do altruistic and egoistic values influence consumers’ attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation

Article

May 2019
J Retailing Consum Serv

Increasing demand for products with eco-friendly packaging is an example of the environmental consciousness of customers. That consciousness forces companies not only to develop eco-friendly products, but also motivates practitioners and academicians to understand the eco-friendly buying behaviour of the customer. Yet in current literature, there is little discussion available where researchers talk about the influencing relationship of altruistic and egoistic values of customers on their attitudes and purchase intentions towards eco-friendly packaged products. Therefore, this work aims to build a structural model to establish the relationship between egoistic and altruistic values on customers’ attitudes and their intention to purchase products with eco-friendly packaging. With the help of a structured questionnaire, data from 227 young Indian customers was collected. An empirical investigation was carried out and the conceptual model was tested using Structural Equation Modelling (SEM). The analysis indicates that these values do influence purchase intention for products with eco-friendly packaging. However, altruistic value exerts greater influence than egoistic value. This research provides relevant findings about young consumers and their response to products with ecological packaging. These findings will assist marketers in reducing the environmental footprint caused by packaging materials, helping them to retain customers as a result. From the Asian perspective, the present research is among the early efforts towards understanding the significance of values (altruistic and egoistic) pertaining to products with ecological packaging.

Influencing factors for the purchase intention of consumers choosing bioplastic products in Germany

Article

Mar 2019

Plastic pollution is a massive global issue and it is increasing. However, there are possible solutions besides the abstinence of plastic-consumption. Particularly, bioplastics could be one part of the solution. So far, there has been little research on the consumption of bioplastic-products and consumers’ choice behavior for bioplastics. We conducted the largest study so far, on preferences, choice, attitude, and perception in the context of bioplastics. Our sample of 1673 participants is representative of the German population including citizens 16 years of age and older, who were surveyed through an Online Access Panel. We conducted a logistic regression analysis combining the purchase intention for bioplastic-products as the dependent variable with 12 independent variables derived from the literature review. We found significant and comparably high influences on the purchase intention from the variables attitude towards bioplastics, green consumer values, product experience and interest in information on bioplastics. Politics and economic stakeholders promoting marketing and information activities related to bioplastic products can use the findings of this study.

Effects of sustainable design strategies on consumer preferences for redesigned packaging

Article

Sep 2018
J CLEAN PROD

The environmental benefit from sustainable packaging is not only dependent on the characteristics of the packaging, but also on consumer willingness to purchase sustainably packaged products. Consumer response is likely influenced by the specific design strategies that are used to make packaging more sustainable. Based on the circular economy concept, this paper distinguishes between circular and linear design strategies, and investigates consumer responses to packaging redesigned according to such strategies. Two experiments were conducted to assess to what extent (combinations of) sustainable design strategies affect consumers’ purchase intentions. The results show that consumers are more positive toward redesigns following a circular design strategy (e.g., biodegradable materials) compared to linear redesigns (e.g., packaging lightweighting). Additionally, consumers are not more willing to buy packaging redesigns combining multiple sustainable design strategies, relative to those using only a single redesign strategy. Multi-strategy redesigns are perceived only as marginally more sustainable than single strategy redesigns. These diminishing returns can be attributed to a lack of increase in the moral satisfaction consumers achieve from buying product with multi-rather than single-strategy redesigned sustainable packaging.

Generation Z And Consumer Trends In Environmental Packaging

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