Open Access
Research Article·pp. 1021–1041·Vol. 29, Issue 9Sep 2026
Towards sustainable living : An empirical analysis of environmentally responsible consumer behavior among Gen Z and Millennials
Rhuta Mehta, Smit Vachhani, Dipamkumar Raval
Published Online: 30 Sep 2026DOI: 10.47974/JSMS-1708
In this paper: This study looks at how Millennials and Gen Z consumers in Gujarat understand and act toward environmental issues, eco-friendly products, and sustainable practices. (White, Hardisty, and Habib [17]) T...
