Consumer Attitudes Toward Recycled Products: A Comparative Study Across Generations
Abstract
With the rise in awareness about environmental issues, consumers are becoming conscious of buying sustainable products. This study aims at understanding consumer behavior and willingness towards purchasing recycled products among three generations- Gen Z, millennials, and GenX. For this study, data were collected through an online structured survey conducted via Google Forms, and 162 responses were recorded from India. The collected data were analyzed using independent t- tests, ANOVA, and Pearson correlation coefficients. The results show that among individuals who have purchased recycled products, perceived risk was highest for Gen Z, followed by millennials and then Gen X. Moreover, Environmental concern was significantly greater among millennials, followed by Gen Z and then Gen X. In contrast, among those who have not purchased recycled products, concerns about quality and functionality were greatest for Gen Z, followed by Gen X and then millennials. Additionally, price concerns were greatest for Gen X, followed by Gen Z and then millennials. Subsequently, subjective norms, environmental concern, price, availability, perceived risk, and quality and functionality differ between consumers who have purchased recycled products and those who have not. Subjective norms, environmental concern, price, and quality and functionality are higher for the individuals who have bought recycled products, while perceived risk and availability are rated higher for those who have not bought recycled products. Finally, subjective norms, quality and functionality, environmental concern, price, and availability have a positive influential impact on purchase intention, while perceived risk is negatively correlated with purchase intention of a recycled product.
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