Sengup a, Debashish; Ma hews, Manisha; B idges, Lasond ick; D'Cos a, Roshan;
Bas ian, Be ina Lynda
A icle
Sus ainabili y o ien a ion o gene a ion Z and i s ole in
hei choice o employe : A compa a i e quali a i e inqui y
o India and Uni ed S a es
Adminis a i e Sciences
P o ided in Coope a ion wi h:
MDPI – Mul idisciplina y Digi al Publishing Ins i u e, Basel
Sugges ed Ci a ion: Sengup a, Debashish; Ma hews, Manisha; B idges, Lasond ick; D'Cos a, Roshan;
Bas ian, Be ina Lynda (2024) : Sus ainabili y o ien a ion o gene a ion Z and i s ole in hei choice
o employe : A compa a i e quali a i e inqui y o India and Uni ed S a es, Adminis a i e Sciences,
ISSN 2076-3387, MDPI, Basel, Vol. 14, Iss. 10, pp. 1-24,
h ps://doi.o g/10.3390/admsci14100249
This Ve sion is a ailable a :
h ps://hdl.handle.ne /10419/321061
S anda d-Nu zungsbedingungen:
Die Dokumen e au EconS o dü en zu eigenen wissenscha lichen
Zwecken und zum P i a geb auch gespeiche und kopie we den.
Sie dü en die Dokumen e nich ü ö en liche ode komme zielle
Zwecke e iel äl igen, ö en lich auss ellen, ö en lich zugänglich
machen, e eiben ode ande wei ig nu zen.
So e n die Ve asse die Dokumen e un e Open-Con en -Lizenzen
(insbesonde e CC-Lizenzen) zu Ve ügung ges ell haben soll en,
gel en abweichend on diesen Nu zungsbedingungen die in de do
genann en Lizenz gewäh en Nu zungs ech e.
Te ms o use:
Documen s in EconS o may be sa ed and copied o you pe sonal
and schola ly pu poses.
You a e no o copy documen s o public o comme cial pu poses, o
exhibi he documen s publicly, o make hem publicly a ailable on he
in e ne , o o dis ibu e o o he wise use he documen s in public.
I he documen s ha e been made a ailable unde an Open Con en
Licence (especially C ea i e Commons Licences), you may exe cise
u he usage igh s as speci ied in he indica ed licence.
h ps://c ea i ecommons.o g/licenses/by/4.0/
Ci a ion: Sengup a, Debashish,
Manisha Ma hews, Lasond ick
B idges, Roshan D’Cos a, and Be ina
Lynda Bas ian. 2024. Sus ainabili y
O ien a ion o Gene a ion Z and I s
Role in Thei Choice o Employe —A
Compa a i e Quali a i e Inqui y o
India and Uni ed S a es.
Adminis a i e Sciences 14: 249.
h ps://doi.o g/10.3390/
admsci14100249
Recei ed: 3 Sep embe 2024
Re ised: 24 Sep embe 2024
Accep ed: 27 Sep embe 2024
Published: 8 Oc obe 2024
Copy igh : © 2024 by he au ho s.
Licensee MDPI, Basel, Swi ze land.
This a icle is an open access a icle
dis ibu ed unde he e ms and
condi ions o he C ea i e Commons
A ibu ion (CC BY) license (h ps://
c ea i ecommons.o g/licenses/by/
4.0/).
adminis a i e
sciences
A icle
Sus ainabili y O ien a ion o Gene a ion Z and I s Role in Thei
Choice o Employe —A Compa a i e Quali a i e Inqui y o
India and Uni ed S a es
Debashish Sengup a
1,
* , Manisha Ma hews
2
, Lasond ick B idges
3
, Roshan D’Cos a
4
and Be ina Lynda Bas ian
5
1Uni e si y o Po smou h, London E17 9PH, UK
2Indian Ins i u e o Managemen , Udaipu 313001, India; [email p o ec ed]
3School o Business, Cha isma Uni e si y, Billings, MT 59102, USA; [email p o ec ed]
4Bu eau Ve i as, Dubai P.O. Box 9110, Uni ed A ab Emi a es; [email p o ec ed]
5Ame ican Uni e si y in Bulga ia, 2700 Blagoe g ad, Bulga ia; [email p o ec ed]
*Co espondence: [email p o ec ed]
Abs ac : This a icle c i ically analyses and compa es he sus ainabili y o ien a ion o Gene a ion Z
in India and he Uni ed S a es and examines i s ole in hei employe selec ion, using he Theo y
o Planned Beha iou . Ou quali a i e s udy employs he Na a i e Inqui y me hod and includes
30 pa icipan s—15 om India and 15 om he Uni ed S a es—aged be ween 19 and 26 yea s, who
a e ei he cu en ly employed o p epa ing o en e he wo k o ce wi hin he nex ew yea s. Da a
we e collec ed h ough in-dep h in e iews. The indings o ou esea ch show ha subjec i e no ms
and con ex ual eali ies can play a signi ican ole in shaping Gene a ion Z’s pe sonal a i udes
owa ds sus ainabili y and hei pe cei ed beha iou al con ol in making impo an li e decisions,
such as choosing an employe . These indings con ibu e signi ican ly o he li e a u e on Gene a-
ion Z’s sus ainabili y o ien a ion and bea impo an implica ions o he highe educa ion sec o
and employe s.
Keywo ds: sus ainabili y; Gene a ion Z; choice o employe
1. In oduc ion
This a icle c i ically analyses and compa es he sus ainabili y o ien a ion o Gene a-
ion Z in India and he Uni ed S a es (US) and he ole i plays in choosing hei employe s,
using he Theo y o Planned Beha iou .
Al hough he sus ainabili y o ien a ion o he Gen Z coho is well-known (Gomes
e al. 2023), esea ch has shown ha con ex migh play a ole in media ing his o ien a ion
(Dabija e al. 2020). Addi ionally, p e ious esea ch has also shown ha such o ien a ion
does no necessa ily ansla e o he same ex en when i comes o decision-making abou
impo an li e choices (S a czewski e al. 2023). The ole o sus ainabili y o ien a ion o Gen
Z in hei decision-making ega ding choosing hei employe s has a ely been explo ed.
Ou esea ch aims o c i ically analyse and compa e he sus ainabili y o ien a ion o Gen Z
in India and he Uni ed S a es and also analyse he ole i plays in hei decision-making
when choosing hei employe s. Is he e a con ex ual di e ence be ween Indian and
Ame ican Gen Z indi iduals ega ding such o ien a ion and decision-making?
Acco ding o he Theo y o Planned Beha iou (Hemswo h e al. 2024), he h ee
ac o s ha a ec an indi idual’s beha iou and ac ions a e pe cei ed beha iou al con ol
(PBC), subjec i e no ms (SN), and pe sonal a i udes (PA). Wha a e Gene a ion Z’s pe sonal
a i udes owa ds p ac icing sus ainabili y, and how a e hey a e in luenced by subjec i e
no ms— ha is, by how hey pe cei e he a i udes o o he s, pa icula ly hose o hei
pee g oup? Ul ima ely, i comes down o how much con ol hey belie e hey ha e o e
he ci cums ances ha de e mine hei beha iou . Wi h his s udy, we hope o be e
Adm. Sci. 2024,14, 249. h ps://doi.o g/10.3390/admsci14100249 h ps://www.mdpi.com/jou nal/admsci
Adm. Sci. 2024,14, 249 2 o 24
unde s and how hey espond o sus ainabili y conce ns h ough hei decision-making,
no jus in low-s akes pe sonal habi s o consump ion beha iou s, bu in majo li e decisions
like choosing hei employe .
The indings o ou esea ch make a e y impo an addi ion o he li e a u e on Gen Z
sus ainabili y o ien a ion and show ha subjec i e no ms and con ex ual eali ies can play a
signi ican ole in shaping Gen Z’s pe sonal a i udes owa ds sus ainabili y as well as hei
pe cei ed beha iou al con ol when making impo an li e decisions such as choosing an
employe . The indings also ha e impo an implica ions o highe educa ion ins i u ions,
which play an impo an ole in shaping a i udes, awa eness and asse i eness owa ds
sus ainabili y, while highligh ing he huge ole played by in o mal educa ion ia social
media and li e expe iences. The indings also in o m employe s abou he ex en o which
sus ainabili y can be used as a s a egy o a ac , engage, and e ain Gen Z. The pape is
s uc u ed in o sec ions co e ing con ex , a e iew o exis ing li e a u e on sus ainabili y
and Gen Z, indings, discussion o he indings, and conclusion.
2. Con ex
Why Gene a ion Z, and why India and he Uni ed S a es? Le us add ess hem one
by one.
Al hough he e is a sligh con lic o e whe he Gen Z includes hose who we e bo n
be ween 1995 and 2010 (Tu cic 2022) o 1997 and 2012 (Eld idge 2024), he e is no con lic
o e he ac ha Gen Z cons i u es nea ly 30% o he wo ld’s popula ion and is expec ed o
accoun o 27% o he wo k o ce by 2025 (Qu eos 2024). This pe cen age is expec ed o g ow
u he in he coming yea s. The e o e, o employe s, hey ep esen a huge and a ac i e
se o u u e wo ke s who need o be a ac ed and engaged. Cu en ly, nea ly wo- hi ds
o Gen Z indi iduals a e disengaged and looking o lea e hei cu en employe s.
In addi ion, Gen Z is he mos digi ally sa y and social-media-consuming gene a ion
e e . All s a is ics ega ding Gen Z show ha hey hea ily consume con en om a ious
social media pla o ms a an a e age o 4 h a day (B iggs 2022). The e o e, in o mal
in luences ia social media on hem a e subs an ial. Resea ch also p o es ha hey a e
as ly di e en om p e ious gene a ions. Ha ing li ed h ough ans o ma i e imes, hey
exhibi di e en mindse s, a i udes, and beha iou s (Sengup a 2020). As a gene a ional
coho , hey alue sus ainabili y (Dabija e al. 2020;Bu lea-Schiopoiu and Popo ici 2024)
and a e d i en by alue and pu pose in e ms o hei wo k (F ancis 2022).
India and he Uni ed S a es no only ha e la ge Gen Z popula ions bu also possess
some o he la ges and bes highe educa ion sys ems, espec i ely. India has he wo ld’s
second-la ges highe educa ion sys em, wi h he mos numbe o uni e si ies and he
second-la ges s uden in ake, nex only o China and he US (B i ish Council 2024). The
highe educa ion sys em in he US is a ed as he bes in he wo ld, conside ing he numbe
o p es igious uni e si ies o global acclaim i houses (Tucke 2024).
India has by a he la ges numbe o Gen Zs anywhe e in he wo ld, wi h oughly
375 million, making up nea ly a hi d o he o al popula ion (Business Inside 2020), while
he US has nea ly 69.3 million Gen Zs (S a is a 2023). O en dubbed he ‘global alen
powe house,’ India is by a he la ges supplie o alen in he wo ld (UKIBC 2023).
App oxima ely one million Indians join he wo k o ce e e y yea , p o iding educa ed and
English-speaking alen . Indian alen has o en been seen as an answe o sol ing he
global alen c unch. Many o hem a e likely o be Gen Zs now, and hence including hem
in he s udy becomes e en mo e compelling.
India and he US a e also wo o he la ges economies in he wo ld, each signi ican in
di e en aspec s. The e o e, a compa ison o Gen Z indi iduals om hese wo coun ies
p esen s an in e es ing case o academics, employe s, and global leade s wo ldwide.
3. Li e a u e Re iew
Gene a ion Z has been called he ‘mos dis up i e gene a ion’ e e by a Bank o
Ame ica epo ha conduc ed a hema ic su ey o 14,500 consume s o e 16 yea s in 2020,
Adm. Sci. 2024,14, 249 3 o 24
along wi h da a om Google ends, Eu omoni o , and he UN. The eason o calling hem
he mos dis up i e gene a ion e e is ha his coho ’s income is se o inc ease i e old
compa ed o millennials by 2031, signi ican ly enhancing hei economic powe beyond
ha o p e ious gene a ions. Gene a ion Z wields powe like no o he gene a ion, wi h
9 ou o 10 Gen Z indi iduals esiding in eme ging economies, and a i h li ing in India
alone (McKee e 2020).
This gene a ional coho is also known as he ‘woke gene a ion’ because hey do no
e ain om oicing hei opinions on issues ha hey eel deeply abou , such as acial
injus ice, clima e change, and LGBTQ igh s. They use social media libe ally o discuss and
deba e social and poli ical issues. Gen Z is mo e open o emb acing di e se pe spec i es
and like o ne wo k in online communi ies d i en by a sha ed pu pose (Mahapa a e al.
2022). Resea ch e alua ing he in luences ha a ec Gen Z e eals ha while go e nmen al
ini ia i es ha e li le impac on Gen Z, social pla o ms, en i onmen al awa eness, and
en i onmen al consciousness esul in he adop ion o g een p ac ices (Ag awal e al. 2023).
Theo e ical unde pinning: The sus ainabili y o ien a ion o Gen Z can be explained
h ough heo ies such as he Theo y o Reasoned Ac ion (Fishbein and Ajzen 2009) and
mo e accu a ely h ough he Theo y o Planned Beha iou p oposed by Ajzen (Ajzen 1985).
Acco ding o he Theo y o Planned Beha iou , indi idual beha iou s and ac ions a e
de e mined by h ee a iables, namely, pe sonal a i udes, subjec i e no ms, and pe cei ed
beha iou al con ol. This s udy examines how Gene a ion Z’s pe sonal a i udes align wi h
p ac icing sus ainabili y, how subjec i e no ms, i.e., hei pe cep ion o o he s’ a i udes,
especially hei pee g oup, in luence hem, and he ex en o con ol hey pe cei e hey ha e
o e he si ua ions ha a ec hei ac ions. Th ough his s udy, we will y o add ess how
hey ac on hei sus ainabili y conce ns by he choices hey make, no jus in pu chasing
and consump ion beha iou s bu also in c ucial li e decisions such as choosing an employe .
3.1. Sus ainabili y O ien a ion o Gene a ion Z
Fo Gene a ion Z, access is impo an , no owne ship. They we e bo n in o a wo ld
ha s a ed adap ing o models o accessibili y a he han possession. Gene a ion Z has
seen he ansi ion om owne ship o accessibili y such as en ing ca s, u ni u e, and
houses a he han owning hem. Sus ainabili y and clima e change issues a e he e o e
op-o -mind conce ns o Gene a ion Z. They a e a gene a ion ha has li ed h ough he
COVID-19 pandemic and has he e o e seen i s -hand he es o a i e powe o na u e
when human beings a e kep away om plunde ing na u al esou ces, e en o a sho
pe iod o ime.
O e all sus ainabili y conce ns a e on he agenda o all gene a ional coho s and
he demand o sus ainably sou ced goods is g owing. In he UK alone, he ma ke o
e hically and sus ainably sou ced goods has quad upled in he las 20 yea s, eaching GBP
41 billion in 2019 (Close 2021). A su ey on he ashion indus y by McKinsey and BOF in
2020 pegged sus ainabili y as he numbe one challenge and he single bigges oppo uni y
o he indus y (BOF and McKinsey and Company 2020).
Gene a ion Z has much o con ibu e o his eco-awa eness. A s udy published in he
Lance Plane a y Heal h jou nal in 2021 in which 10,000 young people aged 16–25 yea s
om en coun ies pa icipa ed, e ealed anxie y abou clima e change and disappoin men
in go e nmen al esponse o his c ucial issue (Hickman e al. 2021). Gi en his anxie y,
conce n, and awa eness abou clima e change, his gene a ional coho is a he o e on o
sus ainabili y e o s.
Mos Gene a ion Z shoppe s p e e b ands ha a e sus ainable and a e willing o shell
ou mo e in o de o buy sus ainable p oduc s. They also wield a ce ain powe o e hei
pa en s in making hem buy and consume sus ainable p oduc s. Thei in luence on Gen X
has inc eased Gen X’s pu chase o sus ainable p oduc s by 24 pe cen in 2019 (Pe o 2022).
As much we know by now ha he sus ainabili y o ien a ion o Gen Z is qui e s ong
and de ini ely s onge han p e ious gene a ions, is his unde s anding o sus ainabili y
uni o m wo ldwide, o does con ex play a ole in de e mining he na u e and dep h o
Adm. Sci. 2024,14, 249 4 o 24
his o ien a ion? This, in u n, migh signi ican ly in luence he decisions hey make in
hei li es. Ou esea ch explo es he sus ainabili y o ien a ion in wo e y di e en ye
signi ican egions o he wo ld—India and he US.
3.2. Sus ainabili y and Employe B anding
E en be o e sus ainabili y became a buzzwo d, Co po a e Social Responsibili y (CSR)
was an idea o ganiza ions eluc an ly adop ed, no jus in esponse o go e nmen al in e -
en ion bu also due o inc eased public a en ion, including job seeke s. In India, he CSR
policy ha manda ed CSR spending by co po a ions ensu ed o ganiza ions became cog-
nizan o hei esponsibili ies owa ds people and socie y (Sa pa hy and Ali 2022). A s udy
combining su eys and g oup discussions wi h 48 Vie namese Gen Z indi iduals examined
wha eme ging economies should do o a ac and e ain Gen Z alen in hei o ganiza ions.
They ound ha a s a egic app oach o CSR ha in eg a es CSR in o o ganiza ional policies
is impe a i e o a ac Gen Z alen in o he wo k o ce (Ngoc e al. 2022).
In a s udy conduc ed by Deloi e in 2021, 49 pe cen o Gene a ion Z indi iduals s a ed
ha hei pe sonal e hics play a ole in hei ca ee decisions. Al hough en i onmen al
conce ns may no be one o he op easons o choosing a job, hey a e de ini ely one o
he easons o lea ing a job. Along wi h inclusi i y, doing he igh hing o p o ec he
en i onmen is a main conce n o Gen Z, and hey cons an ly iew o ganiza ions om
ha lens. Twen y-eigh pe cen o all esponden s in a su ey o millennials and Gen Z
indi iduals said ha hey suppo ed b ands ha we e en i onmen iendly wi h an equal
numbe saying hey denounced b ands ha we e ha m ul o he en i onmen (Deloi e
2021a). This s udy examines he e ec o employe b anding on Gene a ion Z s uden s’
a ac i eness and employe choices a unico n s a -ups in Indonesia.
In a s udy on 200 Gen Z esponden s in Indonesia ega ding employe b anding
a ac i eness, in e es ingly he dimension ha in luenced employe a ac i eness he
mos o Gen Z was e hics, di e si y, and CSR ac i i ies, and no sala y incen i es (P ameka
e al. 2021). Clima e change and p o ec ing he en i onmen ha e been he mos impo an
conce ns o Gen Z, as e lec ed in all su eys conduc ed on he coho .
3.3. Sus ainabili y App oach o Companies
Companies a e waking up o he need o sus ainable p ac ices mos ly d i en by
consume choices. E en hough companies unde s and he need o sus ainable p oduc
de elopmen and sus ainable packaging, he bo om line is how sus ainable p oduc ion
links wi h company pe o mance. A s udy conduc ed on 500 i ms in India o e a en-
yea pe iod (2008–2018) ound no causali y be ween company sus ainabili y pe o mance
and co po a e i m pe o mance (Jha and Ranga ajan 2020). Simply pu , hese companies
see no inancial bene i in emb acing sus ainabili y. This is also why ‘g eenwashing’ is
becoming a common phenomenon ac oss he wo ld. G eenwashing e e s o he supe icial
commi men o sus ainabili y o a ac consume s by labelling p oduc s as eco- iendly o
g een when no e o has gone in o sou cing o p oducing hese p oduc s in a sus ainable
manne . While companies wan o sa is y consume needs o sus ainable p oduc s, hey a e
no willing o make any undamen al changes o p oduce buil - o-las p oduc s o eplace
en i onmen ally un iendly p ac ices. A s udy compa ing sus ainable de elopmen e o s
o companies in he US is-à- is Indian companies ound ha while a g ea e pe cen age
o US companies disclose sus ainabili y in o ma ion, compa a i ely mo e in o ma ion
is disclosed as pe GRI’s G3 guidelines in sus ainabili y epo s by Indian companies
(Tuli 2013).
3.3.1. En i onmen al Dimension o Sus ainabili y
The ubiqui ous h ee-pilla o h ee-ci cle depic ion o he h ee goals o sus ainable
de elopmen —en i onmen , economic, social—seems o ha e come abou h ough he
B und land Repo and he 2002 Wo ld Summi on Sus ainable De elopmen . Howe e ,
he e is a lack o heo e ical de elopmen o he concep , e en hough i has gained signi i-
Adm. Sci. 2024,14, 249 5 o 24
can ac ion o e he yea s and has become synonymous wi h he ene s o sus ainable
de elopmen in he li e a u e. The coinage ‘sus ainable de elopmen ’ makes i s appea ance
in a epo i led ‘Wo ld Conse a ion S a egy’ published by IUCN in collabo a ion wi h
UNEP and WWF in 1980. The epo alludes o conside ing he economic, en i onmen al,
and social aspec s when discussing a conse a ion s a egy (Pu is e al. 2019), likely he
o igin o hese h ee objec i es o sus ainable de elopmen .
All h ee dimensions o sus ainabili y a e in e ela ed and mus be add essed in an
in eg a ed manne o p o ec he plane and make i li eable o u u e gene a ions. The
en i onmen no only p o ides esou ces o un he economy bu also abso bs he emissions
and was e gene a ed by i . Abuse o na u al esou ces such as land, wa e , and ai will
ha e a long- e m nega i e impac on economic g ow h and well-being. The en i onmen al
dimension o sus ainabili y ocuses on he use o na u al esou ces in a sus ainable manne .
This in ol es sus ainable consump ion and p oduc ion o goods, sus ainable managemen
o na u al esou ces and wo king on alle ia ing he ad e se e ec s o clima e change. While
Gen Z is mo e awa e o clima e change issues compa ed o ea lie gene a ions, he e seems
o be a gap be ween awa eness and ac ion. While hey may be e unde s and clima e
and sus ainabili y conce ns, ha ing been bo n in o a wo ld ha is wi nessing he nega i e
e ec s o igno ing hese issues, hei abili y o ac on such conce ns may no be equally
s ong. Acco ding o a Wo ld Economic Fo um a icle, in he US, mo e han 40% o Gen
Z indi iduals a e clima e change as one o he op h ee issues he wo ld is acing, ye
only 20% say hey minimize hei was e and only 37% hink hey educe hei ene gy
and u ili y usage (K eacic and Coope 2022). Simila ly, while 95% o Gen Z indi iduals
say hey a e willing o pay mo e o sus ainable clo hing, hey admi being swayed away
by as clo hing o s ay endy and on op o ashion ends since hese a e cheape and
easily a ailable. Howe e , Gen Z mo e han any o he gene a ion is p omo ing appa el
en al o collabo a i e appa el consump ion. In hei s udy, McCoy e al. (2021) s a e ha
Gen Z’s in en ion o emb ace appa el en ing comes om hei desi e o con ibu e o he
sus ainabili y cause and om amily and iends endo sing i .
3.3.2. Economic O ien a ion o Sus ainabili y
The p ima y goal o any business is o g ow, mee i s inancial goals, be p o i able,
and c ea e alue o i s employees and sha eholde s. Wi h he changing economic, social,
and en i onmen al landscape, i has become impe a i e o o ganiza ions o also look
a sus ainable de elopmen and g ow h. The ole o s a egic hinking in building a
compe i i e business ha inds alue in in es ing in sus ainable p ac ices and ensu es
ha he bo om line s ays posi i e canno be o e s a ed. A numbe o aspec s mus be
conside ed in building such a business, including cleane and sus ainable p oduc ion,
was e- ee packaging, and e icien las -mile deli e y, in keeping wi h he legisla ion and
policies o sus ainabili y. Addi ionally, i is c ucial o ensu e ha in es men s in hese a eas
a e inancially iable. Se e al esea ch s udies ha e ad oca ed ha sus ainable p oduc ion
may no show p o i abili y in he sho e m bu p o es o be p o i able in he long e m,
wi h addi ional bene i s o posi i e e ec s on he en i onmen and enhanced isibili y as a
socially and en i onmen ally conscious business (Ande sson e al. 2022).
3.3.3. Social O ien a ion o Sus ainabili y
Human beings a e a he cen e o he sus ainable de elopmen agenda, which is why
he social dimension o sus ainabili y is o u mos impo ance. The social dimension o
sus ainabili y has mo ed on om ocusing solely on po e y and employmen o in angible
indices such as happiness, sa is ac ion, equi y, di e si y, and quali y o li e (Talan e al.
2020). A concep ual amewo k o social sus ainabili y p oposed by Is aeli esea che s E a
Eizenbe g and Yose Jaba een sugges s ha i comp ises ou in e ela ed concep s—equi y,
sa e y, eco-p esump ion, and u ban o ms (Eizenbe g and Jaba een 2017). A jus and sa e
en i onmen ha mi iga es isks om social, spa ial, s uc u al, and physical h ea s and
p o ides sus ainable spaces o inhabi will go a long way in ensu ing social sus ainabili y.
Adm. Sci. 2024,14, 249 6 o 24
3.4. In luence o Sus ainabili y O ien a ion on Gen Z Decision-Making
Nume ous s udies ha e examined gene a ional di e ences in en i onmen al con-
sciousness in he a eas o g een ma ke ing, g een ou ism, appa el indus y, e c. A s udy
conduc ed in 2022 on Gen Z ou is s a elling o Can e bu y, New Zealand, indica es
ha Gen Z ou is s a e mo e likely o engage in sus ainable p ac ices including indulging
in local ood compa ed o p e ious gene a ions. The s udy di ided he 615 pa icipan s,
seg ega ed by gene a ional demog aphic, in o h ee segmen s based on en i onmen al
a i udes and beha iou owa d a el—en i onmen al, mixed-bag en i onmen al, and
low-en i onmen al. The s udy ound ha app ox. 82% o Gen Z esponden s all in o
he en i onmen al o mixed-bag en i onmen al ca ego ies, which came qui e close o Gen
X, wi h app ox. 80% alling in o hese ca ego ies (P ayag e al. 2022). The indings o
his s udy also co obo a ed ea lie s udies ha used he New En i onmen al Pa adigm
(NEP), employed since he 1970s o e alua e p o-en i onmen al a i udes and o ien a ions,
sugges ing ha Gen Z exhibi s s onge eco-cen ic iews han ea lie gene a ions.
Le us now look a he di e en ma ke segmen s whe e sus ainabili y plays a key
ole. A ecen s udy on young Bah aini women consume s also shows ha hey ha e
gene ally posi i e a i ude owa ds sus ainable consump ion, al hough hei awa eness
ega ding sus ainabili y emains a iable, al hough i is g owing (Meh o a e al. 2024). I
we look a he ashion and appa el indus y, an empi ical s udy on US Gen Z consume s
ha ad ances he Theo y o Planned Beha iou speci ically on he use o Collabo a i e
Appa el Consump ion shows ha “a i ude plays a ull media ing ole be ween en i on-
men al knowledge, he need o uniqueness, and in en ion o use appa el en al se ices,
while playing a pa ial media ing ole be ween ashion leade ship and in en ion o use
appa el en al se ices” (McCoy e al. 2021). Coming o he ood indus y, a s udy on he
sus ainabili y expec a ions o Gen Z consume s wi h ega d o ood showed ha while
92.8% o he US Gen Z consume s a e conce ned abou he en i onmen , hey di e in
hei le el o consciousness (Su e al. 2019). The s udy di ided he Gen Z consume s
in o h ee g oups—sus ainable mode a es, sus ainable belie e s, and sus ainable ac i is s.
Sus ainable ac i is s, comp ising almos hal o he en i e popula ion, belie ed in heal hy
ea ing choices mo e han he o he wo g oups. Ano he s udy on Gen Z Indian and Polish
indi iduals on hei choice a el des ina ions and linkages o en i onmen al conce ns
concluded ha while Gen Z wan s o make g een ou ism choices, hey a e seldom eady
o shell ou mo e money on eco- iendly places. Howe e , hey a e ce ainly swayed mo e
by he pe cei ed g een image o a des ina ion (Nowacki e al. 2023).
Besides consump ion decisions, ano he e y signi ican decision is he choice o em-
ploye . Un o una ely, no much wo k has been done explo ing he ole ha sus ainabili y
o ien a ion o Gen Z plays in de e mining hei choice o employe s. A 2021 s udy on 291
s uden s in Poland ound ha Gen Z women a e especially conce ned abou he sus ainable
de elopmen ac i i ies ca ied ou by p ospec i e employe s, as hey a e mo e ecologically
conscious han Gen Z men (Rzemieniak and Wawe 2021). Ano he s udy conduc ed in
Vie nam shows ha Gen Z indi iduals a e conce ned mo e abou he in angible aspec s
o e ed by he employe , such as wo kplace e hics and ocus on CSR, compa ed o angible
ones like pay and bonuses (Thang e al. 2022). Al hough hese s udies a e ela ed, hey
p ima ily highligh he conce ns o expec a ions ha Gen Z migh ha e owa ds hei
employe s ega ding sus ainabili y p ac ices o commi men o sus ainabili y. Howe e ,
hey do no explo e whe he hei choice o employe s is de e mined by hei sus ainabili y
o ien a ion. Do con ex and subjec i e no ms play a ole in de e mining no only he dep h
o hei sus ainable o ien a ion bu also hei pe sonal a i udes and pe cei ed beha iou al
con ol when making decisions abou choosing hei employe s? Ou esea ch aims o ill
his gap and he eby con ibu e o bo h heo y and p ac ice.
4. Ma e ials and Me hod
Ou esea ch is a quali a i e s udy ha uses Na a i e Inqui y me hod. By employ-
ing his app oach, we we e able o ga he comp ehensi e da a in a na u al se ing while
Adm. Sci. 2024,14, 249 7 o 24
simul aneously keeping ou a en ion on he opinions and expe iences o he pa icipan s.
I s in e p e a i e cha ac e enabled us o make ou own in e p e a ions o he ac s. To
summa ise, na a i e esea ch has acili a ed he collec ion o da a de i ed om eal-li e
expe iences and has also assis ed in unde s anding he conclusions d awn om in e -
p e a ions as opposed o explana ions (Polkingho ne 1988;Connelly and Clandinin 1990;
Gudmundsdo i 1997,2001;C esswell 2003;Moen 2006).
Da a we e collec ed using in-dep h In e iews. A o al o 30 pa icipan s ook pa in
he esea ch, 15 om India ( e e o pa icipan p o ile Table 1) and 15 om he US ( e e o
pa icipan p o ile Table 2). All pa icipan s we e aged be ween 19–26 yea s and belong
o he Gene a ion Z coho . Some o hem a e al eady wo king o a e going o wo k in
a couple o yea s. The sample size was decided by he ollowing he p inciple o da a
sa u a ion (Fusch and Ness 2015). The sa u a ion was eached a he 10 h in e iew in
each case. Beyond he 10 h in e iew, no new da a o hemes eme ged. Howe e , o he
pu pose o igo , a ‘s opping c i e ion’ o 3 mo e in e iews was added o he o iginal 10,
aking he o al in e iews conduc ed o 13 o his esea ch (Hagaman and Wu ich 2017).
Table 1. Pa icipan P o ile (Indian Gen Zs).
Pa icipan Code
(Assigned) Age Academic Quali ica ion
Cu en Engagemen
(S uden /Employed)
I S uden , Then
Going o
Employmen in How
Many Yea s
I Employed, Then
in Which Indus y
Sec o
IN_1 26 M.B.B. S. S udying and
Wo king NA Heal h Sec o
IN_2 22 Bachelo o Ho el
Managemen Wo king NA Hospi ali y
IN_3 21 BE in Compu e Science S udying 1 Yea NA
IN_4 21 BE in Compu e Science S udying 1 Yea NA
IN_5 24 Bachelo o Ve e ina y
Science S udying 1 Yea NA
IN_6 22 Mas e ’s in jou nalism and
communica ion S udying 1 Yea NA
IN_7 24 Mas e ’s in mass
communica ion S udying 1 Yea NA
IN_8 19 BE in Mechanical
Enginee ing S udying 2 Yea s NA
IN_9 21 Bachelo o Business
Economics S udying 2 Yea s NA
IN_10 23 Bachelo o Psychology S udying 1 Yea NA
IN _11 24 M.B.A, Mas e o
A s-Clinical psychology S udying 1 Yea NA
IN_12 21 BE Compu e Science S udying 1 Yea NA
IN_13 25 Bachelo o Design Wo king NA IT-UX Design
IN_14 24 Mas e o A s S udying 1 Yea NA
IN_15 22 Mas e o A s, Clinical
psychology S udying 1 Yea NA
Table 2. Pa icipan P o ile (Uni ed S a es).
Pa icipan Code
(Assigned) Age Academic
Quali ica ion
Cu en Engagemen
(S uden /Employed)
I S uden , Then
Going o
Employmen in How
Many Yea s
I Employed, Then
in Which Indus y
Sec o
US_1 24 G adua ed Employed NA Banking
US_2 23 N/A Employed NA Heal h Ca e
Adm. Sci. 2024,14, 249 8 o 24
Table 2. Con .
Pa icipan Code
(Assigned) Age Academic
Quali ica ion
Cu en Engagemen
(S uden /Employed)
I S uden , Then
Going o
Employmen in How
Many Yea s
I Employed, Then
in Which Indus y
Sec o
US_3 18 F eshman S uden /Employed NA Hospi ali y and
ou ism.
US_4 21 F eshman S uden /Employed NA Hospi ali y and
ou ism.
US_5 19 Sophomo e S uden /Employed NA Hospi ali y and
ou ism.
US_6 25
G adua ed wi h a
B.A. in Elemen a y
Educa ion
Employed-School Dis ic NA Educa ion
US_7 21 Senio S uden /Employed NA Re ail/Walma
US_8 18 F eshman Employed/S uden NA Sales/Lowes
US_9 19 F eshman S uden 4 yea s Spo s Medicine
US_10 25
Ce i ica ion P og am
Employed NA Educa ion
US_11 19 No Employed NA Food Indus y.
US_12 18 no Employed NA Food indus y
US_13 18 F eshman S uden 5 yea s A
US_14 19 F eshman S uden /Employed NA Spo s Ma ke ing
US_15 19 Sophomo e S uden 2 yea s IT
4.1. Da a Analysis
Thema ic analysis, consis en wi h B aun and Cla ke’s (2006) ecommenda ions, was
used in an open-ended manne o make sense o he pa icipan ’s na a i es. Resea che s
mus go h ough se e al s ages in o de o de elop a heme analysis, acco ding o B aun and
Cla ke’s (2006) app oach. Finding p obable hemes equi es ansc ip ion o he in e iew
and eading and e eading o he ansc ip s. F om he ansc ip analysis, b oad hemes
a ose and we e o malized. Fu he in es iga ion o hose codes was done a he second
le el o analysis o ind o e a ching, highe -le el hemes. The quo es we e ecognized as
being consis en wi h he o e all hemes du ing he hi d s age o he analysis.
4.2. Resea ch E hics and Con iden iali y
I was en i ely olun a y o pa icipa e in he s udy. P io o he in e iew, he pa ic-
ipan s signed a consen o m a e being in o med o hei igh s. Wi h he pa icipan s’
consen , in e iews we e aped and kep on a passwo d-p o ec ed compu e ha he
esea che s alone could access. En i e pa icipan con iden iali y was gua an eed, and
all esea ch e hics we e adhe ed o h oughou he in es iga ion o p ese e pa icipan
anonymi y. Da a we e s o ed on a passwo d-enc yp ed compu e . Pee deb ie ing was
u ilised o imp o e he accu acy o accoun s, and s o ies ha had been es o ed we e e-
u ned o hei espec i e owne s o e i y he au hen ici y o he esea ch (
C esswell 2003)
.
5. Resul s
5.1. Findings abou Indian Gene a ion Z
Thema ic analysis o he da a gene a ed om in-dep h in e iews wi h Indian Gen Z
membe s esul ed in he gene a ion o eigh hemes ( e e o Table 3).
Adm. Sci. 2024,14, 249 15 o 24
Table 4. Con .
Fi s -O de Codes Second-O de Codes Themes
How hey ea employees
Sus ainable wo k en i onmen
Theme 6: Employe s need o ha e
sus ainabili y alues and p ac ices
Wo k en i onmen
Sus ainable o my li es yle
Conside an employe ’s sus ainable o ien a ion
One who espec s employees and communi y
Reasonable expec a ions
Values alignmen
Same belie s and alues abou sus ainabili y
Wo k o a company ha aligns wi h my
pe sonal alues
Sus ainabili y should be one o hei s eng hs
Commi ed o making a posi i e impac on he
en i onmen
Social, economic and en i onmen al
Social, economic and en i onmen al—3
dimensions o sus ainabili y impo an
Should be socially and en i onmen ally
esponsible
Wa ching ou o he communi y—DEI
Wa ching ou on how companies ha e
social and en i onmen al impac and
p omo e economic jus ice Theme 7: Conscious e o o
esea ch in o ma ion abou
employe sus ainable p ac ices
Look how hey impac he socie y
en i onmen ally and socially
Yes, I do make a conscious e o . Men al
heal h is impo an
Do hey p omo e social and economic jus ice
As much as I can
Resea ch abou sus ainabili y p ac ices
bes do my pa
Resea ch companies abou hei sus ainabili y
p ac ices
Theme 1: Sus ainabili y is en i onmen al, socially balanced wi h economic de elopmen
The Ame ican Gen Zs ha e a much b oade unde s anding o sus ainabili y. They
in e p e sus ainabili y in he li e al sense o p ese ing some hing o he u u e, making i
las and abili y o sus ain and suppo some hing o a long ime. Sus ainabili y o hem is
ul illing he p esen needs wi hou comp omising he u u e, ying o ake ca e o he
u u e gene a ions.
‘Sus ainabili y is he e o o ake ca e o he u u e gene a ions, ensu ing a balanced
economic g ow h while ocusing on en i onmen al ca e and social wellbeing (US_3).’
‘Sus ainabili y o me is when he e is balanced use o esou ces. The economic and
en i onmen al dimensions would be like ca ing o he communi y, good e hics, c ea ing
a sa e en i onmen o hei cus ome s and making esponsible p o i s (US_12).’
Sus ainabili y is no only en i onmen al p o ec ion and ca e o hem. Ame ican
gene a ion unde s and sus ainabili y as social and economic wellbeing o he indi iduals.
In o he wo ds, ensu ing a balanced economic g ow h.
Theme 2: Sus ainabili y ensu es a s able p esen and be e u u e
Sus ainabili y is no only an exis en ial need acco ding o he Ame ican Gen Zs, bu
also a way o secu e a be e u u e o all.
‘Okay his migh sound wei d, bu I like eusable wa e bo les. Like I said, I hink i akes
leade ship o somebody o say hey I’m gonna ake his se iously as we li e in a wo ld
Adm. Sci. 2024,14, 249 16 o 24
whe e we a e ying o igu e ou why we ha e all hese chemicals ha a e causing se e al
heal h p oblems (US_7).’
‘Sus ainabili y is an impo an agenda o he wo ld, i is c ucial because i add esses he
challenges o clima e change, esou ce deple ion, biodi e si y loss, and social inequali y.
By adop ing sus ainable p ac ices, we can s i e o a be e u u e, p ese e he plane ’s
esou ces and c ea e mo e equi able socie y (US_15).’
No ha ming he plane , p ese ing he deple ing na u al esou ces is conside ed
signi ican by hem. Taking ca e o he plane and o he people, while making p o i
encompasses why hey conside sus ainabili y as impo an .
Theme 3: Sus ainabili y is augh and expe ienced
Fo mal educa ion is doing a lo in e ms o p epping Ame ican Gen Zs abou sus ain-
abili y. The uni e si y and school cu iculums a e mapped o UN sus ainable de elopmen
goals. Mos Gen Zs who we e in e iewed epo ed ha ing been p o ided a good unde -
s anding o sus ainabili y in hei schools and colleges.
‘Yes, we ha e been augh abou sus ainabili y in ou college and ha has in luenced my
idea abou i as well, o be mo e esponsible. Jus help o he s and adjus ou li ing o
making a be e en i onmen and socie y (US_12).’
‘Yes, his ype o educa ion in luenced my unde s anding o sus ainabili y and inspi ed
me o wan o adap hese beha io s. I p o ided a b oade pe spec i e in he in e connec -
edness o en i onmen al. Social and economic sys ems as well as impo ance o balancing
hese dimensions o long- e m well-being (US_15).’
Ame ican Gen Zs ha e also lea n abou sus ainabili y h ough hei expe ience
like beach cleanup campaigns o lea ning abou using ood sc aps in uni e si y as o i-
en a ion leade . Many ha e also wo ked as olun ee s ha ha e helped hem lea n
abou sus ainabili y.
Theme 4: Sel -Sus ainable beha io
Ame ican Gen Zs do exhibi sus ainable beha io in hei day- o-day li es. Fi s
and o emos ,
hey conside ha ing a heal hy li es yle as a sel -sus ainable beha io . They hink
heal hy li es yle is a sus ainable li es yle.
‘I y o euse and ecycle as much as I can. I also make an e o o p ese e ene gy and
wa e in my daily li e (US_4).’
‘I do conside my beha io sus ainabili y-o ien ed because o he p ac ices ha I use
o sus ain. To be mo e sus ainable—spi i ually h ough my ela ionship wi h God,
cogni i ely wi h he knowledge ha I acqui ed om my uni e si y and socially h ough
my amily and my own expe iences. My lo e o a helps me manage my s ess and
wo ldly p eciousness o he wo ld ((US_13).’
Addi ionally, hey also p ac ice educe, euse, and ecycle in hei day o day li es
whe e e possible. Whe he i is in e ms o educing hei was e, using eusable plas ic
wa e bo les, o ying o p ese e ene gy, hey belie e e e yone mus do hei pa o
be sus ainable.
Theme 5: P ac icing sus ainabili y wi h e e yone’s esponsibili y
Ame ican Gen Zs belie e ha al hough e e yone has and can ha e hei own opinion
on sus ainabili y, ye sus ainabili y is e e yone’s esponsibili y. People should own up
esponsibili y o hei ole as a way o make hei communi ies mo e sus ainable.
‘Sus ainable De elopmen is c i ical o ou plane . I we don’ ca e o ou plane who
else will? I expec my amily and iends o ca e abou sus ainabili y and p ac ice i in
hei small way, since i gi es us a sense o pu pose and we need e o s o c ea e a mo e
sus ainable u u e (US_8).’
‘I belie e e e yone should be esponsible by hemsel es when i comes o sus ainabili y,
since i imp o es he o e all quali y o li e and a be e u u e o all o us (US_8).’
Adm. Sci. 2024,14, 249 17 o 24
They expec a leas hei iends and amily membe s o become mo e awa e abou
sus ainabili y, p ac ice and suppo he same in hei daily li es.
Theme 6: Employe s need o ha e sus ainabili y alues and p ac ices
When i comes o he decision abou choosing employe s Ame ican Gen zs wan o
only wo k o employe s who ha e simila belie s and alues on sus ainabili y as hey ha e
pe sonally. They wan hei employe s o ha e sus ainabili y as pa o hei co e agenda
and s eng h and a company ha is commi ed o making a posi i e impac .
‘I look o how hey ea hei employees, wha kind o wo k en i onmen hey ha e, he
u no e a e and why employees a e lea ing when I choose my employe (US_1).’
‘I collec as much in o ma ion as I can abou my employe ’s sus ainabili y p ac ices. I place
impo ance on social issues such as po e y, inequali y and access o basic ameni ies like
clean wa e and educa ion. I guess ha will be mo e social and en i onmen al (US_2).’
‘As a black woman mysel , I hink employe s should ca e abou social sus ainabili y. They
should ca e abou black igh s and mus conside black his o y an impo an pa o
Ame ica’s his o y. I ad oca e c i ical igh s and whene e I ha e applied o a job i he
employe has asked me o ake-o black igh s and social sus ainabili y om my esume, I
ha e always old hem ha I am no o hei posi ion (US_6).’
‘The wo k en i onmen needs o be non- oxic, whe he hey pay annual insu ance, and
how hey ea hei employees in gene al. Besides, wha hey do o he communi y and
p ese e he en i onmen . These all a e e y impo an o me (US_7).’
They belie e ha hei employe s should add ess all h ee aspec s o sus ainabili y—
social, economic and en i onmen al. In o he wo ds, hey should be socially and en i on-
men ally esponsible while ying o make economic gains. They also wan employe s o
p o ide hem a sus ainable wo king en i onmen , ha is no only sus ainable wi h espec
o hei li es yle bu a company ha espec s i s employees.
Theme 7: Conscious e o o esea ch in o ma ion abou employe sus ainable p ac ices
Since sus ainabili y o ien a ion o he companies is an impo an c i e ion in hem
choosing hem as employe s in he i s place, hey make a conscious e o o esea ch
in o ma ion abou hei sus ainabili y p ac ices.
‘When i comes o job you don’ wan o do some hing ha is no igh o you. You
p obably wan o do some hing long- e m ha you can be p oud o when i comes
o business epu a ion. I look o a mo e inancially s able en i onmen , job p o ile,
commu e dis ance, he wo k ha hey do o communi y and how long hey ha e been in
business (US_14).’
‘Yes, I do esea ch abou sus ainable p ac ices o my employe s. I wo k a a es au-
an and en i onmen al sus ainabili y is eally impo an o ou indus y. I do wan
o know ha he es au an wi h whom I wo k, do hey ca e o employees and he
en i onmen (US_11).’
They a e wa ching ou on how companies ha e social and en i onmen al impac and
p omo e economic jus ice. They also check how much a company p omo es and suppo s
men al heal h, equal wo k oppo uni ies and a non-disc imina o y wo k cul u e ha does
p omo e DEI.
6. Discussion
Ou indings show ha bo h Indian and Ame ican Gen Z indi iduals conside sus-
ainabili y impo an and in eg al o hei belie s and alue sys ems. Fu he , bo h Indian
and Ame ican Gen Zs ag ee ha sus ainabili y and ca ing o he en i onmen a e e e y-
one’s esponsibili y. They also ag ee ha sus ainabili y is an exis en ial need and a way
o p ese e he u u e while ca ing o he p esen . Gen Z as a coho is a mo e o ien ed
owa ds sus ainabili y han p e ious gene a ions (Dabija e al. 2020;Ribei o e al. 2023).
While he o mal educa ion sys em may no ha e impac ed hem in he same way
when i comes o lea ning abou sus ainabili y, he in o mal sys em has in luenced hem
Adm. Sci. 2024,14, 249 18 o 24
in he same way. Bo h Indian and Ame ican Gen Zs ha e lea ned abou sus ainabili y
h ough hei own expe iences and social media. Resea ch conduc ed on Indian s uden s
also showed ha he majo i y el he “hidden” in o mal cu iculum augh hem mo e
abou sus ainabili y han he “ o mal” p og am (Millicen e al. 2022). Ano he s udy
showed ha social media con en plays a big ole in de eloping sus ainable habi s and
sus ainable consump ion beha iou s among Gen Zs (Con e o e al. 2023). Simila ly, ano he
s udy showed ha eco- iendly sus ainable p ac ices by a popula co ee shop chain had
a posi i e impac on he Gen Z’s b and a achmen , b and ad ocacy, and b and loyal y
(Ko and Jeon 2024).
Ou indings also show ha bo h Indian and Ame ican Gen Zs engage in sus ainable
beha iou s in hei daily li es. They belie e ha sus ainabili y is e e yone’s esponsibili y
and ac i ely ad oca e o i h ough hei pa icipa ion as olun ee s in communi y e en s
and by sha ing con en on social media. Addi ionally, hey s i e o aise awa eness abou
sus ainabili y among hei immedia e ci cles, such as pa en s, amily, and iends.
Ha ing said his, we also ound signi ican di e ences be ween Gen Zs in India and
he Uni ed S a es in e ms o hei sus ainabili y o ien a ion and p ac ices, especially when
i comes o choosing hei cu en and u u e employmen .
Ou indings show ha Indian Gen Zs ha e a e y na ow iew o sus ainabili y,
equa ing i solely wi h en i onmen al and g een plane aspec s. In con as , Ame ican
Gen Zs ha e a much b oade iew o sus ainabili y, conside ing social, economic and
en i onmen al dimensions o sus ainabili y, as well as ca ing o he wellbeing o he
indi idual and suppo ing he communi y. Resea ch li e a u e also shows e idence ha
sus ainabili y pe cep ions o Indian Gen Zs a e hea ily skewed owa ds en i onmen al
aspec s (
Michel e al. 2023
;Palanichamy e al. 2024). Simila ly, s udies indica e ha Ame i-
can Gen Zs unde s and sus ainabili y beyond jus en i onmen al conce ns (Spea man and
Loose 2023).
Ou indings show ha Indian Gen Zs ha e mos ly sel - augh hemsel es abou sus-
ainabili y. Fo mal educa ion has played a minimal ole in educa ing hem on sus ainabili y,
wi h mos lea ning occu ing h ough pe sonal expe ience and social media. In con as ,
ou indings show ha Ame ican Gen Zs ha e been p epa ed well abou sus ainabili y
h ough he o mal educa ion sys em, ecei ing good unde s anding abou sus ainabili y
h ough hei schools and colleges. Indian Highe Educa ion Ins i u ions (HEIs) a e he
hi d la ges in he wo ld in e ms o s uden in ake, behind China and he US. Despi e
his, sus ainabili y has ye o be embedded in o hei cu icula. I was only in 2020 ha he
Uni e si y G an s Commission (UGC) p oposed a amewo k o sus ainable campuses,
which is s ill a om being ully implemen ed. Mos o he p og ess made has been limi ed
o cosme ic pape wo k (Rana e al. 2023). Li e a u e shows ha compa ed o his, he
Sus ainable De elopmen Goals (SDGs) ha e been inco po a ed in o esea ch, cou ses,
and communi y in ol emen p og ams a ins i u ions h oughou he Uni ed S a es since
2015. The SDGs a e now commonplace o many college s uden s, owing o he conce ed
e o s o acul y and s a , new cu icula, pa ne ships, and local ad ocacy campaigns
(Alaoui 2021;Leise owi z e al. 2011). This also explains he ea lie di e ence be ween
Indian and Ame ican Gen Zs ega ding hei pe spec i es on sus ainabili y— he o me
ha e a na owe iew, while he la e unde s and i in all i s dimensions.
While sus ainabili y is conside ed impo an by Indian Gen Zs, i is s ill no a deciding
c i e ion o hem in e ms o choosing employe s. Thei ocus is i s on secu ing a job,
and hey aim o make a di e ence once hey ha e secu ed and s eng hened hei posi ion
wi hin a company. Resea ch also shows a alues-ac ion gap among Indian Gen Zs when
making impo an decisions abou hei li e. Al hough hey may engage in low-s akes
sus ainable p ac ices in hei daily li es, sus ainabili y does no ye se e as a deal-b eake
in high-s akes decisions o a ious easons. A Deloi e su ey showed ha when i
comes o making majo decisions, only abou a hi d o Gen Zs in India ha e boyco ed
companies ha ha e no paid hei axes o ha e suppo ed poli icians who ha e spoken-
ou o will enac policies o educe income inequali y (Deloi e 2021b). A ollow-up su ey
Adm. Sci. 2024,14, 249 19 o 24
conduc ed h ee yea s la e ound ha a signi ican po ion o Indian Gen Zs a e awa e o
he en i onmen al impac o hei consump ion bu o en do no ac in acco dance wi h
hei alues (Deloi e 2024a). The same su ey also highligh ed ha Indian Gen Zs a e
pa icula ly conce ned abou unemploymen and economic g ow h, mo e han hei global
coun e pa s. This si ua ional ac o plays a signi ican ole in why Indian Gen Zs a e
s ill no able o place sus ainabili y as a deciding c i e ion in choosing hei employe s,
despi e i being a pa o hei belie and alues, as is e iden om ou indings as well. In
con as , Ame ican Gen Zs a e a mo e asse i e abou hei choice o employe . The e
is a compa ibili y o belie s and alues ega ding sus ainabili y among Ame ican Gen
Zs and i is conside ed one o he deciding c i e ia when choosing an employe . They
wan hei employe s o p omo e social, economic, and en i onmen al jus ice, p o ide a
sus ainable wo kplace and p omo e DEI. This inding is suppo ed by esea ch ha shows
a signi ican po ion o Gen Zs in he US a e making ca ee and consume decisions based
on hei conce ns abou clima e change and sus ainabili y (Deloi e 2024b). Indian Gen
Zs do no make a conscious e o o esea ch he sus ainabili y p ac ices o a company
when sea ching o in o ma ion abou po en ial employe s. This may s em om he ac
ha sus ainabili y o ien a ion and p ac ices o he companies a e s ill no deciding ac o s
in hei employmen choices. In con as , Ame ican Gen Zs make a conscious e o o
esea ch he sus ainabili y aspec s o hei u u e employe s as much as hey can. No
su p isingly, a s udy published in The Lance Regional Heal h–Sou heas Asia showed
ha India is behind on mos o he SDGs (Ha a d TH Chan School o Public Heal h 2023).
Compa ed o ha , he Uni ed S a es seems o be doing much be e , wi h s udies showing
ha s uden s, local leade s, and communi y membe s ac oss a ious sec o s a e d i ing a
g owing mo emen in he Uni ed S a es o ully u ilise he ambi ious global plan o add ess
po e y, hunge , inequali y, and clima e change in o de o c ea e a be e Ame ica o
e e ybody (Klein ox 2024).
Looking h ough he lens o he Theo y o Planned beha iou unde pinning his
esea ch, bo h Indian and Ame ican Gen Zs ha e a a ou able pe sonal a i ude (PA)
owa ds sus ainabili y and belie e in ad oca ing sus ainabili y o o he s, al hough hey
ha e a e y na ow pe spec i e o sus ainabili y, equa ing i wi h only en i onmen al issues
( e e o Table 5).
The subjec i e no ms (SA) howe e a e di e en o Indian and Ame ican Gen Zs;
while Indian Gen Zs ha e no gained much om hei uni e si y educa ion o gain knowl-
edge, awa eness, and asse i eness wi h ega ds o sus ainabili y, he Ame ican Gen Zs on
he con a y ha e been posi i ely impac ed by hei highe educa ion. This also explains
hei in-dep h unde s anding and wide pe spec i e ega ding sus ainabili y. The in o mal
expe iences, especially social media, ha e, howe e , in luenced bo h Indian and Ame ican
Gen Z indi iduals. The cu en poo job ma ke scena io has caused s ess among Indian
Gen Zs. This educes hei pe cei ed beha iou al con ol (PBC) among Indian Gen Zs, and
hey belie e ha hey do no ha e enough le e age a he momen o place sus ainabili y as
one o he deciding c i e ia when choosing hei employe s. They belie e ha his le e age
will inc ease once hey secu e a job and consolida e hei posi ion wi hin he o ganiza ion.
In con as , he PBC among Ame ican Gen Zs is di e en ; hey belie e ha sus ainabili y
should be one o hei c i e ia when choosing hei employe s. Uni e si y educa ion and
he ecosys em as a whole ha e made hem much mo e asse i e abou sus ainabili y choices
in hei li es and ca ee s. The PA, SA and PBC ha e oge he shaped he awa eness, as-
se i eness, and o ien a ion o Gen Z owa ds sus ainabili y in gene al and in de e mining
i s ole in hei choice o employe s, in pa icula .
Adm. Sci. 2024,14, 249 20 o 24
Table 5. Theo y o Planned Beha iou and Sus ainabili y O ien a ion o Indian and Ame ican Gen Zs.
Fac o s Indian Gen Zs Ame ican Gen Zs
Pe sonal A i ude
Pe sonal a i ude is a ou able owa ds
Sus ainabili y, al hough hey ha e a na ow
iew o sus ainabili y, equa ing i wi h only
en i onmen al aspec s.
Pe sonal a i ude is a ou able owa ds
sus ainabili y. They ha e a much b oade
unde s anding o sus ainabili y, co e ing all
(social, en i onmen al, and economic)
aspec s o sus ainabili y.
Belie e in adop ing sus ainable p ac ices and
ad oca e sus ainabili y in gene al o o he s.
Belie e in adop ing sus ainable p ac ices and
ad oca e sus ainabili y in gene al o o he s.
Subjec i e No ms
Social app o al o sus ainable beha iou and
embedding hem in impo an li e choices is
low.
Social app o al o sus ainable beha iou and
embedding hem in impo an li e choices is
high.
The con ex whe e uni e si y educa ion is
no con ibu ing much o building hei
knowledge and awa eness ega ding
sus ainabili y, amily, and social p essu e o
secu ing a job a e comple ing an educa ion
and a ela i ely oughe job ma ke
condi ions in luence such no ms.
The con ex whe e uni e si y educa ion is
aligned o Uni ed Na ions’s Sus ainable
De elopmen Goals (SDGs) and a e
con ibu ing much o building hei
knowledge and awa eness ega ding
sus ainabili y, combined wi h hei
gene a ional conce n o sus ainabili y
in luence such no ms.
Social media and in o mal expe iences
balance hese no ms and expec a ions o an
ex en .
Social media and in o mal expe iences
u he s eng hen hese no ms
Pe cei ed Beha iou Con ol
Belie e in ad oca ing sus ainabili y o o he s
and ha engaging in pe sonal sus ainable
habi s in hei day- o-day li e is e e yone’s
esponsibili y.
Bu when i comes o high-s ake decisions
ela ed o hei ca ee and choice o
employe s, hey belie e ha hey do no ha e
enough le e age now. Hence whe he he
p ac ices o hei employe s a e sus ainable i
does no in luence hei choice.
They belie e ha hey will ha e g ea e
le e age once hey a e pa o he company
and belie e ha hey can hen y o change
hings om wi hin,
Belie e sus ainabili y is e e yone’s
esponsibili y and each one is esponsible o
making hemsel es awa e.
They belie e in engaging in no only
low-s ake sus ainable habi bu also belie e
in placing sus ainabili y as one o he
impo an c i e ia o selec ing employe s in
he u u e.
7. Conclusions
P e ious esea ch has shown ha Gene a ion Z as a coho has highe sus ainabili y
o ien a ion hen p e ious gene a ions. The esul s o ou s udy signi ican ly ad ance he
body o knowledge on Gen Z’s sus ainabili y o ien a ion by demons a ing he in luence
o con ex ual eali ies and subjec i e no ms on Gen Z’s pe cep ion o beha iou al con ol
o e c i ical li e decisions, such as choosing an employe , as well as hei pe sonal a i udes
owa ds sus ainabili y. The indings, in addi ion o emphasising he signi ican ole played
by in o mal educa ion ia social media and li e e en s, also ha e c ucial implica ions o
highe educa ion ins i u ions, which a e key playe s in in luencing a i ude, awa eness, and
asse i eness owa ds sus ainabili y. Employe s can also lea n om he da a how much
sus ainabili y can be le e aged as a s a egy o a ac , engage, and e ain Gene a ion Z
wo ke s. Companies ha p omo e sus ainabili y can c ea e s ong employe and consume
b ands. I espec i e o whe he Gen Z in ends o use sus ainabili y as a c i e ion o choos-
ing employe s, hey alue sus ainabili y in hei daily li es and app ecia e companies ha
engage in sus ainable p ac ices. The e o e, i is and will con inue o be a g ea oppo uni y
o companies o a ac , engage, and e ain Gen Z alen . Ou esea ch has limi a ions in
e ms o ce ain con ex ual eali ies ha in luence Gen Z’s pe cei ed beha iou al con ol on
sus ainabili y, and hese migh change in he u u e. Fu u e esea ch can ocus on s udying
Adm. Sci. 2024,14, 249 21 o 24
Gen Z o ien a ion owa ds sus ainabili y and he ex en o which hey asse his in e ms
o hei choice o employe s as hey p og ess in hei ca ee s. This will be pa icula ly
ele an o Indian Gen Zs o examine whe he hey a e willing o asse hemsel es on
sus ainabili y aspec s once hey cemen ed hei espec i e posi ions in hei companies.
Au ho Con ibu ions: Concep ualiza ion, D.S.; me hodology, D.S.; alida ion, D.S., M.M. and B.L.B.;
o mal analysis, D.S.; in es iga ion, L.B., R.D. and D.S.; esou ces, M.M.; da a cu a ion, L.B., R.D.
and D.S.; w i ing—o iginal d a p epa a ion, D.S.; w i ing— e iew and edi ing, D.S. and B.L.B.;
isualiza ion, D.S.; supe ision, D.S.; p ojec adminis a ion, D.S. All au ho s ha e ead and ag eed o
he published e sion o he manusc ip .
Funding: This esea ch ecei ed no ex e nal unding.
Ins i u ional Re iew Boa d S a emen : E hical e iew and app o al we e wai ed o his s udy as i
did no in ol e any pa icula ins i u ions and indi idual pa icipan s pa icipa ed olun a ily based
on hei indi idual capaci y and consen . Fu he , all e hical esea ch p ac ices we e ollowed ha
p o ec ed he igh s o he pa icipan s o his esea ch.
In o med Consen S a emen : In o med consen was ob ained om all subjec s in ol ed in he s udy.
W i en in o med consen has been ob ained om he esponden s o publish his pape .
Da a A ailabili y S a emen : The o iginal con ibu ions p esen ed in he s udy a e included in he
a icle, u he inqui ies can be di ec ed o he co esponding au ho .
Con lic s o In e es : Au ho Roshan D’Cos a was employed by he company Bu eau Ve i as. The
emaining au ho s decla e ha he esea ch was conduc ed in he absence o any comme cial o
inancial ela ionships ha could be cons ued as a po en ial con lic o in e es .
Re e ences
Ag awal, Mini, P a eek Kalia, P iyanka Nema, Adil Zia, Kul inde Kau , and Hephzibah Beula John. 2023. E alua ing he in luence o
go e nmen ini ia i es and social pla o ms on g een p ac ices o Gen Z: The media ing ole o en i onmen al awa eness and
consciousness. Cleane and Responsible Consump ion 8: 100109. [C ossRe ]
Ajzen, Icek. 1985. F om In en ions o Ac ion: A Theo y o Planned Beha iou . Edi ed by Julius Kuhl and Jü gen Beckmann.
New Yo k: Sp inge .
Alaoui, Sa ah. 2021. 7 Inno a i e Ways Ame ican Uni e si ies A e D i ing P og ess on he SDGs. Re ie ed om Uni ed Na ions.
A ailable online: h ps://un ounda ion.o g/blog/pos /7-inno a i e-ways-ame ican-uni e si ies-a e-d i ing-p og ess-on- he-
sdgs/ (accessed on 12 Feb ua y 2024).
Ande sson, S an e, Go an S ensson, F ancisco-Jose Molina-Cas illo, Ca men O e o-Nei a, John Lindg en, Niklas P. Ka lsson, and
Helene Lau ell. 2022. Sus ainable de elopmen —Di ec and indi ec e ec s be ween economic, social, and en i onmen al
dimensions in business p ac ices. Co po a e Social Responsibili y and En i onmen al Managemen 29: 1158–72. [C ossRe ]
BOF and McKinsey and Company. 2020. The S a e o Fashion 2020. B ussels: BOF and McKinsey and Company.
B aun, Vi ginia, and Vic o ia Cla ke. 2006. Using hema ic analysis in psychology. Quali a i e Resea ch in Psychology 3: 77–101.
[C ossRe ]
B iggs, Ellyn. 2022. Gen Z Is Ex emely Online. Re ie ed om Mo ning Consul . A ailable online: h ps://p o.mo ningconsul .com/
ins an -in el/gen-z-social-media-usage (accessed on 23 Ma ch 2024).
B i ish Council. 2024. India Releases Upda ed Highe Educa ion S a is ics. Re ie ed om B i ish Council. A ailable online:
h ps://oppo uni ies-insigh .b i ishcouncil.o g/news/news/india- eleases-upda ed-highe -educa ion-s a is ics (accessed on 12
Ap il 2024).
Bu lea-Schiopoiu, Ad iana, and No ina Popo ici. 2024. Social Inclusion: A Fac o Tha In luences he Sus ainable En ep eneu ial
Beha io o Gene a ion Z. Adminis a i e Sciences 14: 59. [C ossRe ]
Business Inside . 2020. Mos o he Wo ld’s Younges People, Pa icula ly Gen Ze s, Li e in These Coun ies. Re ie ed om Business
Inside . A ailable online: h ps://www.businessinside .in/in e na ional/news/he es-a-look-a -coun ies-wi h- he-wo lds-
younges -popula ion/a icleshow/77485084.cms (accessed on 20 Feb ua y 2024).
Close, C is ianne. 2021. The Global Eco-Wakening: How Consume s A e D i ing Sus ainabili y. Re ie ed Ap il 14, 2023, om
Wo ld Economic Fo um. A ailable online: h ps://www.we o um.o g/agenda/2021/05/eco-wakening-consume s-d i ing-
sus ainabili y/ (accessed on 1 Ma ch 2024).
Con e o, Ma ia Gio anna, Claudia Co ucci, Felice Addeo, and Ma a No mando. 2023. Sus ainabili y ad ocacy an eceden s: How
social media con en in luences sus ainable beha iou s among Gene a ion Z. Jou nal o Consume Ma ke ing 40: 758–74. [C ossRe ]
Connelly, F. Michael, and D. Jean Clandinin. 1990. S o ies o expe ience and na a i e inqui y. Educa ional Resea che 19: 2–14.
Adm. Sci. 2024,14, 249 22 o 24
C esswell, John. 2003. Resea ch Design: Quali a i e, Quan i a i e and Mixed Me hods App oaches. Thousand Oaks: Sage Publica ions.
Dabija, Dan C is ian, B ându
s
,
a Ma iana Bejan, and Claudiu Pu
s
,
ca
s
,
. 2020. A quali a i e app oach o he sus ainable o ien a ion o
Gene a ion Z in e ail: The case o Romania. Jou nal o Risk and Financial Managemen 13: 152. [C ossRe ]
Deloi e. 2021a. 2021 Millennial and Gen Z Su ey—A Call o Accoun abili y and Ac ion India. Deloi e. A ailable online:
h ps://www2.deloi e.com/con en /dam/Deloi e/in/Documen s/abou -deloi e/in-deloi e-millennial-su ey-2021-India-
epo -noexp.pd (accessed on 4 Janua y 2024).
Deloi e. 2021b. The Deloi e Global 2021 Millennial and Gen z Su ey. London: Deloi e.
Deloi e. 2024a. Deloi e India: 2024 Gen Z and Millennial Su ey. Deloi e. A ailable online: h ps://www2.deloi e.com/in/en/
pages/abou -deloi e/a icles/deloi es-2024-gen-z-and-millennial-su ey- inds-pu pose-a - he-co e-o -job-sa is ac ion-and-
well-being.h ml (accessed on 8 Janua y 2024).
Deloi e. 2024b. Gen Zs and Millennials Seek Pu pose and P og ess in A Changing Wo ld: Insigh s om Deloi e’s 2024 Gen Z and
Millennial Su ey. Fo bes. A ailable online: h ps://www. o bes.com/si es/deloi e/2024/05/15/gen-zs-and-millennials-
seek-pu pose-and-p og ess-in-a-changing-wo ld-insigh s- om-deloi es-2024-gen-z-and-millennial-su ey/ (accessed on 8
Janua y 2024).
Eizenbe g, E a , and Yose Jaba een. 2017. Social Sus ainabili y: A New Concep ual F amewo k. Sus ainabili y 9: 68. [C ossRe ]
Eld idge, Alison. 2024. Gene a ion Z. Encyclopedia B i annica. Re ie ed om B i annica. A ailable online: h ps://www.b i annica.
com/ opic/Gene a ion-Z (accessed on 26 Janua y 2024).
Fishbein, Ma in, and Icek Ajzen. 2009. P edic ing and Changing Beha io : The Reasoned Ac ion App oach. New Yo k: Psychology P ess.
F ancis, Ali. 2022. Gen Z: The Wo ke s Who Wan I All. Re ie ed om BBC. A ailable online: h ps://www.bbc.com/wo kli e/
a icle/20220613-gen-z- he-wo ke s-who-wan -i -all (accessed on 4 Ap il 2024).
Fusch, Pa icia I., and Law ence. R. Ness. 2015. A e We The e Ye ? Da a Sa u a ion in Quali a i e Resea ch. The Quali a i e Repo 20:
1408–16. [C ossRe ]
Gomes, So ia, Joao M. Lopes, and Sonia Noguei a. 2023. Willingness o pay mo e o g een p oduc s: A c i ical challenge o Gen Z.
Jou nal o Cleane P oduc ion 390: 136092. [C ossRe ]
Gudmundsdo i , Sig un. 1997. In oduc ion o he heme issue o ? na a i e pe spec i es on esea ch on eaching and eache
educa ion? Teaching and Teache Educa ion 1: 1–3. [C ossRe ]
Gudmundsdo i , Sig un. 2001. Na a i e Resea ch on School P ac ice. In Fou h Handbook o Resea ch on Teaching. Edi ed by Vi ginia
Richa dson. New Yo k: MacMillan, pp. 226–40.
Ha a d TH Chan School o Public Heal h. 2023. India behind on P og ess owa d UN Sus ainable De elopmen Goals. Re ie ed
om Ha a d T.H. Chan School o Public Heal h. A ailable online: h ps://www.hsph.ha a d.edu/news/hsph-in- he-news/
india-behind-on-p og ess- owa d-un-sus ainable-de elopmen -goals/ (accessed on 22 July 2024).
Hagaman, Ashley K., and Ambe Wu ich. 2017. How many in e iews a e enough o iden i y me a hemes in mul isi ed and
c oss-cul u al esea ch? Ano he pe spec i e on Gues , Bunce, and Johnson’s (2006) landma k s udy. Field Me hods 29: 23–41.
[C ossRe ]
Hemswo h, Da id, Jona han Mu e e a, Ali eza Kho akian, and Blanca Rosa Ga cia-Ri e a. 2024. Explo ing he Theo y o Employee
Planned Beha io : Job Sa is ac ion as a Key o O ganiza ional Pe o mance. Psychological Repo s, online i s . [C ossRe ]
Hickman, Ca oline, Elizabe h Ma ks, Panu Pihkala, Susan Clay on, E ic Lewandowski, Elouise Mayall, W ay B i , Mello Ca iona,
and Lise Van Sus e en. 2021. Clima e anxie y in child en and young people and hei belie s abou go e nmen esponses o
clima e change: A global su ey. The Lance Plane a y Heal h 5: E863–73. [C ossRe ]
Jha, Milind Kuma , and K ishnamacha i Ranga ajan. 2020. Analysis o co po a e sus ainabili y pe o mance and co po a e inancial
pe o mance causal linkage in he Indian con ex . Asian Jou nal o Sus ainabili y and Social Responsibili y 5: 10. [C ossRe ]
Klein ox, Ca oline. 2024. Why 2024 Could Be a Huge Yea o he SDGs in he U.S. Re ie ed om Uni ed Na ions Founda ion.
A ailable online: h ps://un ounda ion.o g/blog/pos /why-2024-could-be-a-huge-yea - o - he-sdgs-in- he-u-s/ (accessed on
25 Ma ch 2024).
Ko, Ju-Hee, and Hyeon-Mo Jeon. 2024. The Impac o Eco-F iendly P ac ices on Gene a ion Z’s G een Image, B and A achmen , B and
Ad ocacy, and B and Loyal y in Co ee Shop. Sus ainabili y 16: 3126. [C ossRe ]
K eacic, Ana, and Simon Coope . 2022. How o Help Gen Z Tu n Clima e Anxie y in o Ac ion. Re ie ed May 3, 2023, om Wo ld
Economic Fo um. A ailable online: h ps://www.we o um.o g/agenda/2022/11/gene a ion-z-clima e-change/ (accessed on 12
Feb ua y 2024).
Leise owi z, An hony, Nicholas Smi h, and Jenni e Ma lon. 2011. Ame ican Teens’ Knowledge o Clima e Change. Yale P ojec on Clima e
Change Communica ion. New Ha en: Yale P ojec on Clima e Change Communica ion.
Mahapa a, Gopal P., Nau een Bhulla , and P iyansha Gup a. 2022. Gen Z: An Eme ging Phenomenon. NHRD Ne wo k Jou nal 15:
246–56. [C ossRe ]
Meh o a, A pi a Anshu, Debashish Sengup a, Cha bel M. El Khou y, and Fa ah A kadan. 2024. Sus ainable consump ion beha io
among Bah aini young emale consume s. Social Responsibili y Jou nal.ahead-o -p in . [C ossRe ]
McCoy, Lindsay, Yuan-Ting Wang, and Ting Chi. 2021. Why Is Collabo a i e Appa el Consump ion Gaining Popula i y? An Empi ical
S udy o US Gen Z Consume s. Sus ainabili y 13: 8360. [C ossRe ]
Adm. Sci. 2024,14, 249 23 o 24
McKee e , Vicky. 2020. Gen Z Incomes P edic ed o Bea Millennials’ in 10 Yea s and Be ‘Mos Dis up i e Gene a ion E e ’. Re ie ed
Ap il 12, 2023, om CNBC.com. A ailable online: h ps://www.cnbc.com/2020/11/20/gen-z-incomes-p edic ed- o-bea -
millennials-in-10-yea s.h ml (accessed on 22 Ma ch 2024).
Michel, Jean Fausne , Claudel Mombeuil, and Heman ha P emakuma a Diunugala. 2023. An eceden s o g een consump ion in en ion:
A ocus on gene a ion Z consume s o a de eloping coun y. En i onmen , De elopmen and Sus ainabili y 25: 14545–66. [C ossRe ]
Millicen , Tu ne Lucy, Smi ha Hegde, Ind ani Ka unasaga , and Rebecca Tu ne . 2022. How uni e si y s uden s a e augh abou
sus ainabili y, and how hey wan o be augh : The impo ance o he hidden cu iculum. In e na ional Jou nal o Sus ainabili y in
Highe Educa ion 23: 1560–79.
Moen, To ill. 2006. Re lec ions on he na a i e esea ch app oach. In e na ional Jou nal o Quali a i e Me hods 5: 56–69. [C ossRe ]
Ngoc, Thang Nguyen, Mai Vie Dung, Ch is Rowley, and Mi jana Pejic Bach. 2022. Gene a ion Z job seeke s’ expec a ions and hei job
pu sui in en ion: E idence om ansi ion and eme ging economy. In e na ional Jou nal o Enginee ing Business Managemen 14:
18479790221112548.
Nowacki, Ma ek, Joanna Kowalczyk-Anioł, and Yash Chawla. 2023. Gen Z’s A i ude owa ds G een Image Des ina ions, G een
Tou ism and Beha iou al In en ion Rega ding G een Holiday Des ina ion Choice: A S udy in Poland and India. Sus ainabili y 15:
7860. [C ossRe ]
Palanichamy, Swa hi, P iyak ushna Mohan y, and James Kennell. 2024. Sha ed Mobili y and India’s Gene a ion Z: En i onmen al
Consciousness, Risks, and A i udes. Sus ainabili y 16: 5258. [C ossRe ]
Pe o, G eg. 2022. Gen Z And Sus ainabili y: The Dis up ion Has Only Jus Begun. Re ie ed Ap il 14, 2023, om Fo bes.com.
A ailable online: h ps://www. o bes.com/si es/g egpe o/2022/02/18/gen-z-and-sus ainabili y- he-dis up ion-has-only-
jus -begun/?sh=1e7827c03eb7 (accessed on 28 Ap il 2024).
P ameka, Adelia Shab ina, Abdullah Sanusi, Ooji Fu a i, II, and Yesiana Ihda Kusnayain. 2021. The In luence o Employe B anding
Towa ds Gene a ion Z S uden s A ac i eness on S a -up Unico n. Hasanuddin Economics and Business Re iew 5: 36. [C ossRe ]
P ayag, Gi ish, Richa d S. Aquino, C. Michael Hall, Ning Chen, and Pe e Fiege . 2022. Is Gen Z eally ha di e en ? En i onmen al
a i udes, a el beha iou s and sus ainabili y p ac ices o in e na ional ou is s o Can e bu y, New Zealand. Jou nal o Sus ainable
Tou ism, 1–22. [C ossRe ]
Polkingho ne, Donald E. 1988. Na a i e Knowing and he Human Sciences. Albany: Suny P ess.
Pu is, Ben, Yong Mao, and Da en Robinson. 2019. Th ee pilla s o sus ainabili y: In sea ch o concep ual o igins. Sus ainabili y Science
14: 681–95. [C ossRe ]
Qu eos. 2024. Top Gene a ion Z S a is ics Fo Employe s in 2024. Re ie ed om Qu eos. A ailable online: h ps://www.qu eos.com/
hi ing-guide/gen-z-s a is ics#:~: ex =Wha %20is%20 he%20pe cen age%20o ,32%25%20o %20 he%20global%20popula ion (ac-
cessed on 20 Ap il 2024).
Rana, Sh u i Sha ma, Vedika Singh, Shikha Mi al Sh i as a , Sachi a Yada , and Shubha Chand a. 2023. In eg a ing Sus ainabili y in
Indian Highe Educa ion Ins i u ions o Implemen Agenda 2030: Analysis o Con ibu ing Fac o s and S a egies. Mig a ion
Le e s 20: 369–85.
Ribei o, Manuel A., S. Sey i, Sayed Elhoushy, Kyle Mau ice Woosnam, and Vidya Pa wa dhan. 2023. De e minan s o gene a ion
Z p o-en i onmen al a el beha iou : The mode a ing ole o g een consump ion alues. Jou nal o Sus ainable Tou ism, 1–21.
[C ossRe ]
Rzemieniak, Magdalena, and Monika Wawe . 2021. Employe B anding in he Con ex o he Company’s Sus ainable De elopmen
S a egy om he Pe spec i e o Gende Di e si y o Gene a ion Z. Sus ainabili y 13: 828. [C ossRe ]
Sa pa hy, Biswaji , and Es a il Ali. 2022. In luence o Co po a e Social Responsibili y on Job Seeke s’ O ganiza ional A ac i eness A Sys em
Dynamic S udy. Visakhapa nam: IIM Visakhapa nam.
Sengup a, Debashish. 2020. The Li e o Z: Unde s anding he Digi al P e-Teen and Adolescen Gene a ion. New Delhi: SAGE Publica ions
P . L d.
Spea man, Jack, and Nicolas Loose. 2023. Gen Z and Sus ainabili y: How Radical Is he “G een Gene a ion”? Hambu g: S a is a.
S a czewski, Tomasz, Ewelina Lopa a, Ma eusz Kowalsk, K zysz o Roga ka, Aleksand a Lewandowska, and P ami Ve ma. 2023.
Is he u u e sus ainable? Analysis o Gene a ion Z’s social awa eness o sus ainable de elopmen in Poland. Miscellanea
Geog aphica—Regional S udies on De elopmen 27: 113–22. [C ossRe ]
S a is a. 2023. Residen Popula ion in he Uni ed S a es in 2023, by Gene a ion. Re ie ed om S a is a. A ailable online: h ps:
//www.s a is a.com/s a is ics/797321/us-popula ion-by-gene a ion/ (accessed on 21 Feb ua y 2024).
Su, Ching-Hui, Chin-Hsun Tsai, Ming-Hsiang Chen, and Wan Qing L . 2019. U.S. Sus ainable Food Ma ke Gene a ion Z Consume
Segmen s. Sus ainabili y 11: 3607. [C ossRe ]
Talan, Ani a, Rajeshwa Tyagi, and Rao Y. Su ampalli. 2020. Sus ainabili y: Fundamen als and Applica ions. Hoboken: John Wiley
and Sons.
Thang, Nguyen Ngoc, Ch is Rowley, Wol gang May ho e , and Thi Phuong Nguyen. 2022. Gene a ion Z job seeke s in Vie nam:
CSR-based employe a ac i eness and job pu sui in en ion. Asia Paci ic Business Re iew 29: 797–815. [C ossRe ]
Tucke , Ch is. 2024. 20 Bes Highe Educa ion Sys ems in he Wo ld. Re ie ed om Ed oy. A ailable online: h ps://ed oy.com/
a icles/bes -highe -educa ion-sys ems-in-wo ld/ (accessed on 22 Ma ch 2024).
Tuli, Siya. 2013. A Compa a i e S udy o Sus ainabili y Disclosu e P ac ices o India and USA. Asia Paci ic Jou nal o Managemen
Resea ch and Inno a ion 9: 35–44. [C ossRe ]
Adm. Sci. 2024,14, 249 24 o 24
Tu cic, I an. 2022. In es iga ing Social En ep eneu ship In en ions o Gene a ion Z: Do Gende and Role Models Make a Di e ence?
In e na ional Jou nal o Con empo a y Business and En ep eneu ship 3: 19–35. [C ossRe ]
UKIBC. 2023. Tu ning o India o Talen : India’s Highly SKILLED Labou Fo ce Is he Answe o he Global Talen C unch. Re ie ed
om UK India Business Council. A ailable online: h ps://www.ukibc.com/ epo s/ u ning- o-india- o - alen -indias-highly-
skilled-labou - o ce-is- he-answe - o- he-global- alen -c unch/ (accessed on 22 Ma ch 2024).
Disclaime /Publishe ’s No e: The s a emen s, opinions and da a con ained in all publica ions a e solely hose o he indi idual
au ho (s) and con ibu o (s) and no o MDPI and/o he edi o (s). MDPI and/o he edi o (s) disclaim esponsibili y o any inju y o
people o p ope y esul ing om any ideas, me hods, ins uc ions o p oduc s e e ed o in he con en .
