Masters Research Dissertation

The Influence of Sustainability Education and Awareness Initiatives on

Shaping Consumer Behaviour Among Generation Z

Faculty Mentor: Presented By:

Dr. Sneha Pandey Tripathi Ujjawal Kumar
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Date- 03- November- 2023
 Introduction
Generation Z's
Their influence on Analyzing the impact
emergence as the
other generations' of education and
sustainability
buying decisions marketing on Gen Z
generation

Role of sustainability
Goal: Providing
programs, campaigns,
insights for effective
social media, and
marketing to Gen Z
cultural factors
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Research Objective
Assess the Impact of
Sustainability Education:
Analyze the Efficacy of
Marketing Campaigns:
Identify Key Factors and
Barriers
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 Research Questions

To what extent do How effective are marketing What cultural, social, and
sustainability education campaigns, especially on psychological factors play a
programs influence the social media platforms, in role in shaping the
sustainable consumer raising awareness and sustainable behaviour of
behaviour of Generation Z promoting sustainable Generation Z, and what are
consumers? behaviour among the key barriers and
Generation Z? motivators in their adoption
of sustainable practices and
products?
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Significance of the Study
rs Poli
ato mak y c
c
Edu ers

Ge Z ers
es

ne
con
e ss

rati
su m
sin

on
Bu

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 Existing Literature Review
Factors Shaping • Sustainable Behavior of Generation Z
Sustainable Behavior of • Specializations in Sustainability
Generation Z Consumers • Government and Organizational Strategies

Willingness to Pay More • Environmental Concerns

for Green Products: A • Future Green Vision
Critical Challenge for Gen •
Impact of Green Factors
Z

Unraveling Gen Z's • Strategic Adaptation

Decision-Making • Enhanced Customer Engagement
Journey for Sustainable • Competitive Advantage
Consumption
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Identification Of Gaps
Effectiveness of
Investigate the
educational
Analyze the impact of
programs and
effectiveness of marketing
marketing
sustainability campaigns on the
campaigns in
education programs willingness of
promoting
in promoting Generation Z
sustainable
sustainable consumers to pay
behavior as well as
behavior Out of more for
the impact of
Romania sustainable
cultural and social
products
factors

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Theoretical Framework
Customer decision-making model (The
EBM model)

The theory of planned behavior

The green intention-behavior gap

theory
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 Schedule
Activity Timeline (in days)
Literature Review 15

Theoretical Framework 10

Research Objectives and Questions 30

Submission of First Draft 30

Peer Review 20

Final Submission 30 9
 Reference
Frontiers | Determining factors in shaping the sustain
able behavior of the generation Z consumer (frontiers
in.org)

Willingness to pay more for green products: A critical

challenge for Gen Z - ScienceDirect

Shaping Tomorrow’s Sustainability: Unraveling Gen Z’

s Decision-Making Journey for Sustainable Consumpti
on (diva-portal.org)
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Thank You!

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