Describe, explain and research the attitudes of generation Z towards sustainable consumption and explore these in a qualitative study”.

You are to conduct a qualitative study on one the following contemporary issue:

Generation Z Consumer’ attitudes towards sustainable consumption

Your task:

For this assessment, you are required to add to existing research in attitudes of generation Z by exploring the specific topic of ‘sustainable consumption”. Your question, in summary, is to:

“Describe, explain and research the attitudes of generation Z towards sustainable consumption and explore these in a qualitative study”.

There is plenty of research on attitudes towards sustainable consumption across various sectors/product categories. You are therefore required to narrow down by choosing any ONE of the following sectors and ONE product segment within the chosen sector