Towards sustainable living : An empirical analysis of environmentally responsible consumer behavior among Gen Z and Millennials
*Rhuta MehtaCorresponding authorrhuta.mehta@darshan.ac.inDepartment of Management and CommerceDarshan UniversityRajkot, Gujarat, 363650, India0000-0003-1822-4566View full profile → , Smit Vachhanismit.vachhani@darshan.ac.inDepartment of Management and CommerceDarshan UniversityRajkot, Gujarat, 363650, India0009-0002-0556-2283View full profile → , Dipamkumar Ravaldipamkumar.raval@darshan.ac.inDepartment of Management and CommerceDarshan UniversityRajkot, Gujarat, 363650, India0009-0005-8946-5318View full profile →
* Corresponding author · click or hover a name for details
- Received:
- 01 Apr 2026
- Published Online:
- 30 Sep 2026
- Article type:
- Research Article
- Language:
- EN
- Article no.:
- JSMS-1708
- Pages:
- 1021–1041
Abstract
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]) The main goals were to check the level of consumer awareness, study environmentally responsible behavior, see how demographic factors relate to recycling habits, and understand consumer opinions and attitudes toward sustainability. The research used a descriptive design, and 157 respondents were engaged in this survey through an online survey using convenience sampling. The Exploratory Factor Analysis (EFA) was used for analysis, descriptive statistics, and cross-tabulation in Wang and Young [34] and SPSS software. The ECOSCALE framework by Stone, Barnes, and Montgomery [31], (Costello and Osborne [7]) was used as the base, and most questions were measured on a 7-point Likert scale to ensure accurate results.
The personal values were highlighted where, environmental knowledge, and positive attitudes was significant in encouraging environmentally responsible behavior. Younger respondents, especially those in their early twenties with higher education, showed more awareness of eco-friendly products and practices. Recycling behavior was linked to demographic factors such as education, age, and income. While people actively participated in general and stationery recycling, the adoption of e-waste recycling was relatively low.
The importance of this study specifies in showing how values, knowledge, and demographics influence sustainable consumer behavior. The results can help policymakers, educators, and marketers create focused awareness programs and strategies that encourage eco-friendly lifestyles and greater adoption of sustainable practices among younger generations.
Keywords
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References
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