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

Author

Listed:
  • Katarzyna Andruszkiewicz

    (Faculty of Economic Sciences, University of Warmia and Mazury in Olsztyn, 10-719 Olsztyn, Poland)

  • Mariola Grzybowska-Brzezińska

    (Faculty of Economic Sciences, University of Warmia and Mazury in Olsztyn, 10-719 Olsztyn, Poland)

  • Małgorzata Grzywińska-Rąpca

    (Faculty of Economic Sciences, University of Warmia and Mazury in Olsztyn, 10-719 Olsztyn, Poland)

  • Paweł Dariusz Wiśniewski

    (Collegium of Socio-Economics, Warsaw School of Economics, 02-554 Warsaw, Poland)

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.

Suggested Citation

  • Katarzyna Andruszkiewicz & Mariola Grzybowska-Brzezińska & Małgorzata Grzywińska-Rąpca & Paweł Dariusz Wiśniewski, 2023. "Attitudes and Pro-Environmental Behavior of Representatives of Generation Z from the Example of Poland and Germany," Sustainability, MDPI, vol. 15(20), pages 1-17, October.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:20:p:15068-:d:1263309
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    References listed on IDEAS

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    1. Robert Zámečník & Radek Tahal, 2025. "Willingness of Gen Z Members to Give up Comfort in the Field of Sustainability, Waste Sorting, Electromobility: A Representative Study in Czechia," Central European Business Review, Prague University of Economics and Business, vol. 2025(3), pages 1-19.
    2. Paweł Merło & Jacek Michalak & Katarzyna Andruszkiewicz, 2024. "Model of Family and the Propensity to Build Sustainable Savings Attitudes in the Post-COVID World: A Case Study of Poland," Sustainability, MDPI, vol. 16(8), pages 1-18, April.
    3. Nikša Alfirević & Darko Rendulić & Sonja Mlaker Kač, 2025. "Behavioral Expectations of Business School Students Concerning Extreme Climate Events: Regional Insights and Implications for Southeast Europe," World, MDPI, vol. 6(1), pages 1-12, March.
    4. Henryk Wojtaszek & Dariusz Budrowski & Ireneusz Miciuła & Anna Kowalczyk & Irena Malinowska & Bartosz Błaszczak & Aneta Pawlińska & Adam Stecyk & Anna Bielawa & Sławomir Ozdyk, 2025. "Cultural Identity and Social Norms as Drivers of the Low-Carbon Transition: A Comparative Study of Poland and Germany," Energies, MDPI, vol. 18(14), pages 1-27, July.

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