Generation Y – A study on sustainable consumption

Abstract

The concept of sustainable consumption has been constantly an active subject matter in the academic and business world. Stakeholder’s perception of the firm green initiatives determines the evolution of business today. However, the consumer market today consist of three generational cohorts which are the baby boomers, generation X and generation Y. The problem is, purchase decision of these three cohorts vary and organizations are unclear of how to tackle these generational needs and to which generation should they focus on. Hence, the purpose of this paper is to study the different segments of generational cohorts in relations to business. The paper aims to understand the consumption pattern of these generational cohort. This paper also intends to identify the suitable generational cohort for marketers to embark on future studies where more indepth evidence is obtained to understand sustainable consumption by stakeholders and how firms can achieve its objective towards producing products which in favor to the stakeholders and the global sustainability journey.