Attitudes and Pro-Environmental Behavior of Representatives of Generation Z from the Example of Poland and Germany

Abstract

Generation Z (Gen Z) accounts for 40% of the world’s consumer population. Its representatives set the market trends that will shape products and services in the near future. Taking into account the potential and characteristics of Gen Z, it seems reasonable to ask questions such as the following: To what extent are young people engaged in pro-environmental actions? Is awareness of the state of environmental degradation and consumer pragmatism related to nationality? The main purpose of this article is to assess the attitudes and pro-environmental behavioral patterns of young consumers in Poland and Germany. We conducted a review of studies available in the literature related to trends in the behavior of consumers from Gen Z and the greening of consumption. Moreover, we carried out empirical research using CAWI (Computer-Assisted Web Interviewing) methodology, with the participation of representatives of Gen Z. This study showed differences between Gen Z representatives from Poland and those from Germany in terms of their attitudes and declarations towards pro-environmental market behavioral patterns. This research has revealed a higher sensitivity towards the degradation of the environment among young consumers from Germany and has shown a lower level of environmental awareness among the representatives of Gen Z from Poland.