Green Marketing and Its Impact on Generation Z's Consumer Buying Behaviour
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2023
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Abstract
AI-GENERATED ABSTRACT: Abstract: The growing importance of environmental consciousness and sustainability has led companies to build green marketing as a vital strategy. Being a relatively new concept, green marketing has many interpretations. This dissertation seeks to explore the relationship between green marketing efforts and how it is affecting Generation Z (Gen Z) demographic groups' consumption behaviour. Generation Z has been selected for this study because of its growing value as a consumer around the globe and its reputation for strong ethical consumer behaviour. The study reviews an overview of the sustainability concept, definition and dimensions of green marketing, its authenticity, and the brand loyalty context. Moreover, it examines various demographic groups and how Gen Z is different in the context of green marketing and existing theories and models of green consumer behaviour. The thesis focuses on Gen Z, highlighting their characteristics as ethical consumers and their engagement in green marketing. The concept of ethical consumerism, its relevance to Gen Z, along with the role of green brand communication and the risks of greenwashing have been analysed. The review also examines the concept of greenwashing and the importance of avoiding greenwashing to effectively attract and retain Gen Z consumers. Furthermore, the thesis examines findings from survey results filled out by mainly people who are located in Germany and belong to Gen Z, feedback on how green marketing affects their consumption habits. 24 questions were asked to be able to understand the awareness of different sustainability-centred business models, the price effect while purchasing green product alternatives, the relevance of green marketing campaigns, and its effect on consumption behaviour. By synthesizing the findings from the literature review and survey results this thesis seeks to provide insights into the relationship between green marketing and Gen Z, with a focus on the strategies businesses can use to effectively engage this demographic group. Keywords: Gen Z, green marketing, sustainability, consumption behaviour, greenwashing, ethical consumerism