First Insight and the Baker Retailing Center at the Wharton School of the University of Pennsylvania’s latest consumer survey focused on how sustainable practices are impacting shopping habits and purchase decisions. “The results point to the growing adoption for sustainable purchases, with Generation Z influencing other generations towards sustainability,” the authors of the report said.
The survey revealed that Gen Z is influencing “the older generations to place more importance on sustainability in their purchasing decisions” and that the “vast majority of Generation Z shoppers say sustainability is more important than brand name when making purchase decisions.”
The report also showed that Gen Z’s influence over their Gen X parents “shows a significant increase over two years ago on preference to shop sustainable brands and willingness to pay more for sustainable products.”
at WWD
