Background: Consumers of Gen Z are facing a reality of high inflation. With their unique characteristics and strong attitudes towards sustainability and environmental concern, this thesis is examining how their sustainable consumption is affected by inflation. Purpose: The purpose of this study is to examine the impact of inflation on the sustainable consumption of Generation z. Method: A paradigm of interpretivism and abductive reasoning is used in the research and a multiple case study was conducted using semi-structured interviews. Conclusion: Consumers of Gen Z are having a difficult time purchasing sustainable products because of inflation. Sustainable consumption has become difficult to maintain due to having less funds among Gen Z. As a result, Gen z consumers changed their consumption to less- costly and more sustainable alternative in order to adapt to the economic situation. Despite inflation, our research has shown Gen Z consumers are still dedicated to the issue of sustainability and environment.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-63781 |
| Date | January 2024 |
| Creators | Jahrl, Erik, Mebrahtom, Betiel |
| Publisher | Jönköping University, Internationella Handelshögskolan |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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