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The Willingness of Representatives of Gen Z to Buy Eco-Products and Support Sustainable Business Practices
Zavalii T. O., Sakhnevych D. O.

Zavalii, Tetiana O., and Sakhnevych, Diana O. (2023) “The Willingness of Representatives of Gen Z to Buy Eco-Products and Support Sustainable Business Practices.” Business Inform 12:430–439.
https://doi.org/10.32983/2222-4459-2023-12-430-439

Section: Management and Marketing

Article is written in Ukrainian
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UDC 658.8

Abstract:
The article examines the problem of the readiness of typical representatives of the Ukrainian generation Z, who are currently from 10 to 24 years old, to buy eco-products and support sustainable business practices. The basis for the relevant conclusions was the results of a Google Forms survey of students of the Scientific Lyceum at Zhytomyr Polytechnic and students of Zhytomyr Polytechnic State University (N = 174). Based on the analysis of the answers, the most common characteristics of the product were systematized, according to which a typical representative of gen Z determines that it is an eco-product (green color, packaging, energy efficiency, environmental label, relatively higher price, shelf life, does not harm the environment, includes no plastic, made from recycled resources, made from natural biodegradable materials). Attention was also drawn to certain characteristics of eco-products («the possibility to return packaging (glass)», «the product is not tested on animals», «the product is not disposable», «if I am familiar with the manufacturer from past experience», «support for sustainable production», «sign (labeling – green crane)», «minimum packaging», «waste minimization»), which can also set trends in this area in the future. Based on the confirmation of the hypotheses put forward (1. Representatives of the generation Z are insensitive to the higher level of costs (the product is more expensive) associated with the purchase of eco-products and support for businesses that position themselves as sustainable; 2. Representatives of the generation Z practice sustainable practices in everyday life; 3. Representatives of the generation Z support the production of eco-friendly goods and the involvement of business in sustainable development practices) – it was verified that a typical representative of the generation Z is characterized by: insensitivity to the higher level of costs associated with the purchase of eco-products and support for businesses that position themselves as sustainable; implementation of sustainable practices in everyday life; supporting the production of eco-friendly goods and involving businesses in sustainable development practices. A further direction for research is the need to develop an integrated approach to the creation of digital educational content for the marketing purposes of a business that professes sustainable practices and sells eco-products.

Keywords: environmental marketing, eco-product, generation Z, sustainable development, responsible consumption.

Fig.: 4. Tabl.: 4. Bibl.: 18.

Zavalii Tetiana O. – PhD, Senior Lecturer, Department of Management, Business and Marketing Technologies, Zhytomyr Polytechnic State University (103 Chudnivska Str., Zhytomyr, 10005, Ukraine)
Email: [email protected]
Sakhnevych Diana O. – Student, Separate Division «Scientific Lyceum» of the State University «Zhytomyr Polytechnic» (103 Chudnivska Str., Zhytomyr, 10005, Ukraine)
Email: [email protected]

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