Research in the International Journal of Business Environment has looked at how Generation Z consumers in Mexico are trying to reduce their use of single-use plastic water bottles. The work found that their habits are driven by perceived responsibility rather than an awareness of the actual environmental harm caused by the accumulation of such waste.
Generation Z refers to people born in the mid-to-late 1990s into the early 2010s. This generation is often referred to as the digital native generation, although that also covers some of the younger millennials. The research thus looks at environmental psychology and consumer behaviour in the context of people who did not know the world before the ubiquity of the web, social media, smart phones, and 24/7 access to information and news.
The focus is on bottled water, one of the most persistent contributors to consumer-driven plastic waste around the world. The research shows that while Gen Z consumers know about the environmental damage caused by disposable plastic bottles, that understanding does not always lead to changes in their behaviour. However, it does trigger them, making them feel environmental guilt and shame and putting the onus on their personal responsibility. Ultimately, perceived personal responsibility and environmental guilt lead to a more positive attitude towards reducing bottled water use.
In Mexico, concerns about public water quality have contributed to high reliance on bottled alternatives, reinforcing a steady stream of plastic waste. The study describes this as part of a wider paradox: environmental awareness is increasing, but consumption patterns remain largely unchanged, perhaps inevitably.
Cavazos-Arroyo, J. and Máynez-Guaderrama, A. (2026) ‘Background on the intention to reduce the consumption of bottled water in disposable plastic bottles’, Int. J. Business Environment, Vol. 17, No. 2, pp.191–213.
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