Generational Shifts in Sustainable Consumption: A Longitudinal Study of Generations X and Y in Slovakia
Janka KOPANIČOVÁ – Dagmar KLEPOCHOVÁ – Dana VOKOUNOVÁ – Marína KORČOKOVÁ
https://doi.org/10.53465/CEECBE.2025.9788022552257.170-184
Abstract: This study explores the evolution of sustainable consumption attitudes and behaviours over the past decade among Generations X and Y in Slovakia, focusing on waste management and packaging considerations. Utilising data collected over 11 years through four waves of qualitative and quantitative research, the study examines changes in consumer behaviour and attitudes towards sustainability. The findings reveal significant shifts in pre-purchase and post-purchase behaviours, highlighting increased awareness and action towards sustainable packaging and waste separation. Generation X displayed slightly higher levels of consideration for packaging sustainability, while women consistently showed greater concern for the environmental impact of product packaging compared to men. The study also identifies generational and gender differences in sustainability practices, providing insights into the factors influencing sustainable consumption. The results underscore the importance of targeted social marketing efforts to promote sustainable behaviours across different demographic groups. The study’s implications suggest opportunities for businesses to align their products with consumer preferences for sustainability and highlight the need for ongoing monitoring and adaptation of sustainability interventions.
Keywords: Sustainable Consumption, Consumer Behaviour, Generation X, Y, Household Waste Management, Pre-purchase Considerations
JEL Classification codes: M31, Q56
Fulltext: PDF
Published by: Vydavateľstvo EKONÓM, Bratislava University of Economics and Business
Year of publication: 2025
Online publication date: 16 May 2025
Copyright: Author/s of the paper
ISBN 978-80-225-5225-7
ISSN 2453-6113
Pages: 170-184