Published Paper Details:

This research paper explores the growing trend of ethical and sustainable consumption among Generation Z (Gen Z). We examine the motivations, influencers, and challenges that shape their consumption behaviours, drawing insights from existing literature and empirical studies. The paper highlights how Gen Z views ethical consumption as a means of expressing individual values and influencing societal shifts towards sustainability. We explore the interplay of individual beliefs, social responsibility, and external factors in driving Gen Z's sustainable consumption practices. Additionally, the paper examines the value-action gap and the influence of psychological factors in shaping Gen Z's sustainable purchasing decisions, particularly in the realm of fashion. Finally, we discuss the underexplored area of how new-age technologies can be leveraged to promote sustainable consumption among Gen Z. By understanding the drivers of Gen Z's ethical consumption practices, businesses, policymakers, and marketers can develop strategies that align with this generation's values, fostering a more sustainable future.