Abstract

This study aims to best understand the extent of Generation Z’s loyalty to sustainable business practices and its influence on purchasing behavior and loyalty. This paper contributes to a better understanding of consumer behavior, particularly as it relates to Generation Z, and helps to encourage sustainable business practices. This paper also helps business professionals understand the newest generation entering the workforce. This research analyzes the current literature on sustainability as it influences Generation Z’s shopping and loyalty behavior. It then makes conclusions and recommendations for best business practices given the information analyzed.

Presenters

Samantha Bietsch
Professor, Business, American Public University, United States

Sheila Viteri
Researcher / Professor, Psychology / Business, Pontificia Universidad Catolica del Ecuador, Florida, United States

Jennifer Egrie
Professor , Business , State College of Florida , Florida, United States

Details

Presentation Type

Paper Presentation in a Themed Session

Theme

Economic, Social, and Cultural Context

KEYWORDS

Environmental, Generation, Marketing, Sustainable, Behavior

Digital Media

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