Orientation on Sustainable Consumption in the Behavior of Young Consumers

Abstract

<jats:p>The aim of this paper is to identification young consumers’ attitude to sustainable consumption and present their pro-environmental and pro-social behaviours and their motives. This discussion is complemented with the results of own pilot study regarding young people’s involvement in pro-eco and pro-social projects. The sample included 88 people - first-year students of full-time engineering studies.The analysis of gathered data allowed to formulate some conclusions. It showed that high awareness of growing environmental and social problems and threats they pose is a significant phenomenon in the area of young consumers’ choices. This awareness is accompanied by confidence that individual actions and attitudes can lead to restoration of the natural environment. These factors are becoming a crucial motive for young adults to undertake socially and environmentally responsible actions. However, sometimes there is a discrepancy between their pro-eco declarations and actual behaviours of sustainable consumption. This is mainly due to financial factors, which in many situations seem to be predominant </jats:p>

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“…Tarapata (2020) in his research indicates that a trend of sustainable consumption can be observed among young consumers due to their environmental knowledge. They are individuals, aware of both the increasing environmental problems and the positive effects of their own actions that can affect them (Tarapata, 2020). In a study conducted by Byrd et al, (2023) among young consumers, it was shown that almost 70% (69.1%) expressed concern about wasting natural resources, and 60.3% of respondents revised their shopping habits in relation to environmental protection (Byrd et al, 2023).…”

“…However, more and more people are beginning to realize that unreflective accumulation and use of material goods does not bring long-term happiness. In addition, people, especially young people, are becoming increasingly aware of the negative impact of mass production and overconsumption on the environment, leading them to make more sustainable choices (Seyfi et al, 2023a;Seyfi et al, 2023b;Tarapata 2020).…”

“…This trend could have a significant impact on the future of the world, as the young generation, being strong driving forces in society, can contribute to changing consumption standards to more sustainable ones. By preferring environmentally and community-friendly products and services, young consumers can influence the development of a more responsible consumption model, which can contribute to environmental protection and improved living conditions for local communities in the future (Tarapata, 2020).…”