ABSTRACT
Sustainability encompasses environmental, social, and economic dimensions to ensure the longevity and thriving of ecological and societal systems. Rooted in the Brundtland Commission's definition of sustainable development, this study explores intergenerational equity, environmental stewardship, and social justice as the foundation of sustainability discourse. The research investigates consumer behavior and decision-making, focusing on sustainable purchase intent, corporate social responsibility (CSR), and barriers such as greenwashing and the attitude-behavior gap.
Using a Chi-Square Test for Independence, the study compares sustainability attitudes between university students educated on triple-bottom-line sustainability and working adults. Results highlight generational differences: adults favor systemic sustainability measures, including green taxes and corporate accountability, while students emphasize voluntary actions and cite affordability and informational barriers. Adults prioritize CSR initiatives in purchasing decisions, whereas students focus on product quality and cost-effectiveness. The concept of compensatory reasoning, where consumers balance ethical considerations against functional product attributes, is explored alongside challenges such as greenwashing and accessibility.
The findings underscore the need for tailored approaches to sustainability. Policymakers and businesses should address students' financial concerns and uncertainties while leveraging adults' readiness for systemic changes. By bridging the intention-behavior gap this study provides actionable insights into fostering sustainable consumer behavior and advancing global sustainability goals. Understanding these generational perspectives is critical for creating effective policies, campaigns, and products that resonate with both groups, ensuring progress toward long-term sustainability.
Keywords
Sustainability, Green consumerism, Attitude-behavior gap, Greenwashing, Sustainable product, pricing, Compensation, Perceived value, Sustainability Education, Public policy, Green taxes, Government regulations