In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-10, Impac Fac o : 8.048
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Empowe ing Sus ainable Recycling: The In luence o S a ups and
Awa eness Among Gene a ion Z
Sh eya Gi ish Iye 1, P o . Sh eya Saha2
1,2 GLS Ins i u e o Design, Ahmedabad
ABSTRACT: Issues like u baniza ion, indus ializa ion, and o e consump ion ha e led o sus ainabili y becoming a global p io i y.
Acco ding o Schönhe & Pikkemaa (2023), social media, social no ms, and he e ec s o COVID-19 played a ole in shaping
Gene a ion Z’s en i onmen al a i udes. Thei dedica ion o sus ainabili y mani es s i sel in low-emission a el, selec i e mobili y,
and was e managemen . Dob owolski e al. (2022) and Schönhe & Pikkemaa (2023) a e o opinion ha Gene a ion Z ag ees ha
bo h consume s and businesses sha e he esponsibili y owa d achie ing sus ainabili y. None heless, applying ecological awa eness
owa d conc e e p o-en i onmen al ac ions is an ongoing challenge o all sec o s (Gazzola e al., 2020).
E en wi h Gen Z being highly en i onmen ally conscious, ba ie s such as unclea ecycling ules, insu icien sys ems, and
complica ed solu ions p e en hei abili y o adop consis en ecycling p ac ices.
Le e aging inno a ion, echnology, and he en ep eneu ial spi i , s a ups a e ackling he ecycling issues aced by Gen Z. Wi h
he help o mobile applica ions, AI, blockchain, and gami ica ion, ecycling becomes no only easie bu mo e ewa ding. Using
incen i e-based app ecycling and sma phone was e collec ion sys ems, companies such as T ashie and RecycleSma s i e o
make ecycling mo e ewa ding and con enien . O he han echnological solu ions, companies combine digi al awa eness
campaigns alongside pa ne ships wi h go e nmen , indus y, and educa ional ins i u ions o make he public conscious o he
nega i e impac s o was e on he ecosys em. This unde sco es he alues o Gene a ion Z ega ding he need o hones y and
esponsibili y in public conce n o e he en i onmen .
This s udy ocuses on he use o digi al echnologies by en ep eneu s and hei delibe a e a emp s o in es iga e hei ole in
p omo ing sus ainable ecycling among Gene a ion Z. The goal is o ind p ac ical ways o inc ease Gen Z's adop ion o ecycling
by explo ing he coope a ion be ween en ep eneu s, legisla o s, educa o s, and he comme cial sec o . By encou aging he g ow h
o a ci cula economy and long- e m en i onmen al accoun abili y, he s udy ul ima ely hopes o suppo he la ge sus ainabili y
goal.
KEY WORDS: En i onmen al sus ainabili y, Gene a ion Z, Responsible beha iou , Sus ainable ou ism, Social media.
INTRODUCTION
India is wi nessing exponen ial g ow h in i s G oss Domes ic P oduc (GDP), ma king i s eme gence as a key playe in he global
economy. Indian economy is also he 6 h la ges , based on he g oss domes ic p oduc (GDP) and poised o become he hi d la ges
by 2030 (In es opedia, 2017). Ne e heless, ad ancemen b ings se e al challenges, wi h en i onmen al pollu ion and he o e use
o na u al esou ces being among he mos signi ican . Economic p og ess o en leads o en i onmen al issues like pollu ion,
de o es a ion, biodi e si y loss, and esou ce o e exploi a ion, posing h ea s o public heal h, ag icul u al p oduc i i y, and
ecological balance.
Sus ainable de elopmen is de ined as “de elopmen which mee s he needs o cu en gene a ions wi hou comp omising he abili y
o u u e gene a ions o mee hei own needs.” The de ini ion e idence h ee impo an pilla s – he economic g ow h, social equi y
and he en i onmen al p o ec ion (Chillaku i, e al. 2020). Sus ainable de elopmen (SD) is he key app oach o add essing hese
conce ns (Kenig- Wi kowska and Ma ia, 2017). SD ad oca es o a balanced app oach ha in eg a es economic g ow h,
en i onmen al conse a ion, and social well-being. India’s you h, (Gen Z) wi h hei in ellec ual cu iosi y, inno a i e hinking, and
adap abili y, hold he key o ensu ing a sus ainable u u e. Gen Z's knowledge and c ea i i y can d i e ans o ma i e change ac oss
sec o s, ad ancing g een echnologies and eco- iendly p ac ices. Thei engagemen in policymaking, educa ion, and g ass oo s
ini ia i es is c ucial o building a esilien and sus ainable ecosys em.
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-10, Impac Fac o : 8.048
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The ecycling ecosys em encompasses was e managemen , ci cula economy, and sus ainable p ac ices. S a ups and en ep eneu s
play a c ucial ole by in oducing inno a i e echnologies, c ea ing new business models, and d i ing beha iou change. The ci cula
economy aims o minimize was e h ough p oduc design, while was e managemen in ol es en i onmen ally iendly collec ion,
p ocessing, and disposal. (h ps://su l.lu/pwklep)
S a ups inc easingly play a i al ole in he ad ancemen o he SDGs (Bocken, 2015; Ho ne e al., 2020; T au wein, 2021).
Acco ding o Gianluca Gion iddo and And ea Piccaluga (2024), s a ups a e c ucial o d i e he sus ainable ansi ion due o hei
unique cha ac e is ics and capabili ies. One key aspec is hei inhe en capaci y o inno a ion (Sehnem, P o ensi, da Sil a, &
Pe ei a, 2022) which gene a es new echnologies, p oduc s, and se ices ha add ess p essing en i onmen al and social challenges
(T au wein, 2021).
People bo n be ween 1997 and 2012 a e e e ed o as Gene a ion Z, o he gene a ion o he u u e. Because hey g ew up wi h
digi al de ices, his gene a ion is equen ly e e ed o as "digi al na i es." They a e he ones who will ha e a signi ican in luence
on he u u e and will shape he socie y in he yea s o come hence playing a c i ical ole in sus ainabili y. Because Gene a ion Z a e
used o echnology, hey may esea ch and exp ess hei ideas on sus ainabili y- ela ed issues h ough social media and online
o ums. They ha e been ound o ha e highe en i onmen al awa eness and mo e ad anced g een consump ion unde s anding
(Choudha y, 2020). Acco ding o Au io and Heinonen (2004), g een consume beha io s should be in es iga ed because young
people a e awa e o he alue o g een consump ion bu do no beha e in acco dance wi h i .
India’s young en ep eneu s a e building sus ainable businesses ha educe was e and p omo e eco- iendly p oduc s while
p o iding employmen oppo uni ies. He e a e some no able s a -ups: Phool (2017) – Con e s emple lowe was e in o incense
s icks and biodeg adable p oduc s, educing wa e pollu ion. Re enue: $15 million. Recha kha – Upcycles plas ic was e in o bags
and deco , educing soil pollu ion and d ainage blockage. P o i : ₹1 c o e (2022). Beco – P oduces biodeg adable household p oduc s
like issue olls, dishwashing liquids, and oo hb ushes. Valua ion: ₹1.2 c o e. ECOIL – Con e s used cooking oil om es au an s
in o bio-diesel, p e en ing d ainage issues. In es men : ₹30 lakh; Valua ion: ₹40 c o e. Chama – Recycles ubbe was e in o
ashion accesso ies while empowe ing Dali a isans. Tu no e : ₹70 lakh+. Ca bon C a – C ea es ca bon iles om ai pollu ion,
o e ing an eco- iendly al e na i e o cons uc ion ma e ials. Papla – P oduces biodeg adable ablewa e and packaging om
A ecanu lea es, educing plas ic was e. Re enue: ₹20 lakh annually. Zogam Bamboo – C a s bamboo-based p oduc s, educing
single-use plas ics while suppo ing u al a isans. P o i : ₹4 lakh annually. Me as able Ma e ials – Ex ac s aluable me als om
li hium-ion ba e ies and e-was e, con ibu ing o sus ainable esou ce use. Ca mesi – De elops biodeg adable sani a y pads,
educing plas ic was e om mens ual p oduc s. These s a -ups showcase India's g owing commi men o sus ainabili y, was e
educ ion, and employmen gene a ion h ough inno a i e business models (Vishnubha la Naga Bha ga i, 2024).
Public pa icipa ion is c ucial o p omo ing ecycling p og ams (Sidique, 2008). Assessing you h awa eness, knowledge, and
engagemen in was e managemen is essen ial o e alua ing a coun y's sus ainabili y e o s. This s udy explo es Gen Z's awa eness
o ecycling s a ups and hei ole in sus ainable was e managemen . The indings will help iden i y challenges, assess cu en
ini ia i es, and ecommend imp o emen s o mo e e ec i e ecycling p og ams.
REVIEW OF LITERATURE
The eme gence o R-s a ups is closely linked o he p inciples o he ci cula economy, which aims o enhance en i onmen al,
economic, and social pe o mance by op imizing esou ce use. This is accomplished h ough s a egies such as sus ainable p oduc
design, epai , euse, enewal, compos ing, and ecycling (Adhika i e al., 2023). A ci cula economy (CE) can o e signi ican
bene i s o a coun y when was e is e ec i ely managed and ans o med in o aluable esou ces (Sa pong and Ala ussi, 2022). In
his con ex , R-s a ups play a i al ole by engaging in he collec ion o eusable ma e ials, as well as in ac i i ies such as ecycling,
upcycling, emanu ac u ing, and eusing. These s a ups ypically ope a e wi h an en i onmen ally conscious app oach, ac i ely
con ibu ing o he p o ec ion o na u al ecosys ems. Al hough s a ups a e inc easingly iewed as key d i e s o he inno a ion
necessa y o ad ancing he ci cula economy, he e is s ill a limi ed empi ical esea ch explo ing how hese en e p ises choose and
implemen ci cula s a egies (Ops al and Bo ms, 2023).
The su ey conduc ed by Chase India and he In e na ional Council o Ci cula Economy (ICCE) (2024) iden i y gaps and
challenges in he ci cula economy om he pe spec i es o policy amewo ks, in as uc u e, echnology adop ion, and o he
c ucial ac o s. The indings p o ide an o e iew o he s a e o ci cula economy s a ups, hei egula o y in e ac ions, consume
awa eness le els, and he essen ial ole o go e nmen suppo .
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-10, Impac Fac o : 8.048
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Gen Z, indi iduals bo n be ween 1995 and 2010, ha e demons a ed a p o ound conce n o en i onmen al issues. A s udy by Pe o
(2022) e ealed ha h ee-qua e s o Gen Z consume s p io i ize sus ainabili y o e b and names when making pu chasing
decisions. This eco-conscious mindse is u he e idenced by hei willingness o in es in sus ainable p oduc s, wi h 54% o Gen
Z willing o pay 10% mo e o such i ems, su passing he 50% o Millennials and 23% o Baby Boome s who sha e his sen imen
(Good Make Tales, 2023). This gene a ional shi unde sco es a g owing demand o sus ainable business p ac ices and p oduc s.
Acco ding o Shawn Radcli e, 2024, Gen Z gene a ion is deeply conce ned abou he nega i e impac s o clima e change, ac ing in
hei own li es and pushing hei employe s o do he same. Gen Z cu en ly makes up 27% o he global wo k o ce. Tha sha e is
expec ed o g ow o 31% by 2035 and will ha e a massi e in luence on he u u e o sus ainabili y ini ia i es in he wo kplace.
Gene a ion Z alues sus ainabili y in hei consump ion habi s, o en choosing eco- iendly and e hically sou ced p oduc s o e
majo b ands (Wood, 2022). Thei digi al engagemen keeps hem well-in o med on en i onmen al issues, os e ing bo h awa eness
and ad ocacy a ound opics like clima e change and enewable ene gy (Hassim, 2021). As a esul , hei choices and policy suppo
make hem key playe s in ad ancing he sus ainabili y agenda (h ps://su l.lu/po skp).
Halde and Singh (2018) ound ha social in luences play a key ole in shaping ecycling in en ions among Indian you h. To p omo e
ecycling, au ho i ies should in eg a e i in o social no ms and ensu e con enien access o acili ies. Educa ional ins i u ions also
play a c ucial ole by aising awa eness and encou aging s uden in ol emen in household was e managemen . The objec i e o
his esea ch is o in es iga e Gen Z’s awa eness, a i udes, and beha io s owa d sus ainable ecycling me hods, as well as hei
unde s anding o he ole o ecycling s a ups. Gaining insigh s in o hese aspec s is c ucial o ad ancing he ci cula economy.
OBJECTIVES
The s udy was conduc ed keeping he ollowing objec i es
1. To assess he le el o awa eness owa ds ecycling and sus ainable de elopmen among he Gen Z.
2. To iden i y hei a i ude, beha iou and challenges owa ds ecycling p ac ices.
3. Awa eness owa ds g een s a ups in India and hei ole in sus ainable ecycling.
4. To Assess he Impac o Awa eness Campaigns on Gene a ion Z's Recycling Habi s.
5. To know he en i onmen ally sus ainable s a -ups in India.
METHODOLOGY
This s udy uses a quan i a i e su ey me hod wi h a s uc u ed ques ionnai e o ga he de ailed in o ma ion om pa icipan s h ough
a c oss-sec ional su ey, aiming o unde s and hei a i udes and beha iou s. Con enien sampling was chosen due o i s ease, cos -
e ec i eness, and abili y o o e come esea ch limi a ions among s uden s. Ta ge popula ion chosen was s uden s be ween he age
g oups 13 -28 i espec i e o hei gende , cou se, s udy le el, and age consis ing o app oxima ely 250 pa icipan s. The
ques ionnai e was sen o Gen Z h ough online google o m. The ques ionnai e consis ed o he ollowing ques ions in di e en
sec ions (Asmaa and Zawawi, 2022).
Sec ion 1 – Demog aphics; Sec ion 2 - Awa eness owa d Recycling – A i ude, Beha iou owa d Recycling and challenges aced
by Gen Z owa ds adop ing ecycling p ac ices; Sec ion 3 - Awa eness and a i udes owa ds g een s a ups in India and hei ole in
sus ainable ecycling; A e collec ion o he esponses, analysis o he da a was done o unde s and he le el o awa eness and
a i ude o ecycling and g een s a -ups in India.
RESULTS AND DISCUSSION
The esponses and eedback o he esponden s we e analysed ho oughly. Responses we e collec ed om 250 pa icipan s. The
ollowing obse a ions we e made om he esponse da a. The link o eedback esponses collec ed a e a ached he ewi h o
e e ence. h ps://docs.google.com/ o ms/d/1I BXwUkUC LqzJZd ZL9SS-B_i M hb529Q_XlEH6w/edi # esponses
Table 1.0 Demog aphics
Age g oup
13-18 (29.5 %)
19-24 (64%)
25-28 (6.5%)
Gende
Male (24.3%)
Female (75.3%)
P e e no o say (.4%)
Occupa ion
S uden (93.6%)
P o essional (4.8%)
Sel -employed (1.6%)
Educa ional Quali ica ions
School (4.8%)
Unde g adua e (78.5%)
Pos g adua e (15.5%)
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-10, Impac Fac o : 8.048
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Ou o 250 pa icipan s, 64% o he esponden s pa icipa ed in he su ey ou o 250 was in he age g oup o 19-24 yea s and 75.3%
o he esponden s we e emales. S uden s ep esen ed 93.6% o he and 78.5% we e unde g adua e s uden s (Table 1.0).
Table 2.0 Awa eness, A i ude, Beha iou and Challenges Towa ds Recycling
Ques ions
Responses (pe cen age)
Ques ions
Responses (pe cen age)
How amilia a e you wi h
he concep o ecycling?
Ve y amilia (51.2%)
No amilia (45.6%)
Neu al (3.2%)
Whe e do you ypically
lea n abou ecycling?
School o uni e si y (87.2%)
Social media pla o ms (58.8%)
News and media ou le s (35.2%)
Family and iends (35.6%)
Go . campaigns (27.2%)
A e you awa e o he
en i onmen al bene i s o
ecycling?
Yes, e y awa e (73.2) Neu al
(27.2)
No awa e a all (1.2%)
A e you amilia wi h
ecycling egula ions o
guidelines in you a ea?
Yes (64.4%)
No (35.6%)
How o en do you
encoun e ecycling- ela ed
con en on social media?
Daily (11.6%)
Weekly (32%)
Mon hly (18.4%)
Ra ely (33.6)
Ne e (4.4%)
How impo an do you
hink ecycling is o
en i onmen al
sus ainabili y?
Ex emely impo an (61.6%)
Ve y impo an (36.8%)
No e y impo an (1.2%)
No impo an a all (.2%)
Wha mo i a es you o
ecycle?
Helping he en i onmen
(86.4%)
Social esponsibili y
(66.0%)
Pee p essu e/social no ms (15.6%)
Economic bene i s (e.g.,
ewa ds, Incen i es (30.8%)
Do you belie e indi idual
ecycling e o s make a
di e ence?
Yes (76.1%)
No (18.2 %)
May be (5.7)
How likely a e you o
suppo policies o
ini ia i es p omo ing
ecycling?
Ve y likely (60.4%)
Neu al (38%)
Ve y unlikely (1.6%)
How o en do you ecycle
a home?
Always (24.4%)
O en (24.4 %)
Some imes (36%)
Ra ely (11.2%)
Ne e (4%)
Do you hink you
gene a ion (Gen Z) is mo e
conce ned abou ecycling
compa ed o o he
gene a ions?
Yes (40.4%)
No (22%)
No su e (37.6%)
Do you ace challenges in
ecycling?
Yes (81.2%)
No (18.8%)
Wha ma e ials do you
ecycle egula ly?
Pape (77.6%)
Food was e (56.4%
Plas ic (64%)
Glass (35.6%)
Me al (27.2%)
E-was e (27.2%)
How o en do you use
echnology-based
solu ions (e.g., apps,
pla o ms) o help you
ecycle?
Regula ly (17.6%)
Occasionally (32.4%)
Ra ely (36%)
Ne e (14%)
I yes, wha a e he
challenges?
Lack o clea guidelines (56.4%)
Limi ed access o ecycling
acili ies (66%)
Lack o ime o Con enience
(42.8%)
Unce ain y abou wha is
ecyclable (32.4%)
In e na ional Jou nal o Cu en Science Resea ch and Re iew
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The su ey analysed (Table 2.0) Gene a ion Z's awa eness, a i udes, beha iou s, and challenges ega ding ecycling. The esul s
indica e ha 51.2% o esponden s we e amilia wi h he concep o ecycling, and mos o hem had lea n abou i in school o
college. Addi ionally, 73.3% we e acknowledged he bene i s o ecycling. Rega ding exposu e o ecycling- ela ed con en , 33%
o esponden s epo ed a ely encoun e ing such con en on social media, while 32% encoun e ed i weekly (Fig.2). A i udinally,
61.6% o pa icipan s ecognized ecycling as ex emely impo an o en i onmen al sus ainabili y. Mo eo e , 86.4% exp essed
mo i a ion o con ibu e o en i onmen al conse a ion, and 76.1% belie ed ha indi idual ecycling e o s make a di e ence.
Fu he mo e, 60.4% o esponden s exp essed willingness o suppo policies o ini ia i es p omo ing ecycling. In e ms o
ecycling p e e ences, pape (77.4%) and plas ic (66.0%) we e he mos ecycled ma e ials. Despi e being a echnology-d i en
gene a ion, esponden s showed minimal conce n o e-was e ecycling and a ely u ilized echnology-based solu ions, such as apps
o pla o ms, o acili a e ecycling p ac ices. The su ey also iden i ied se e al ba ie s o ecycling among Gene a ion Z. The
p ima y challenges epo ed included limi ed access o ecycling acili ies (66.0%), lack o clea guidelines (56.4%), lack o ime o
con enience (42.8%), and unce ain y abou wha ma e ials a e ecyclable (32.4%). Schools and uni e si ies (87.2%) a e he p ima y
sou ces o ecycling awa eness, ollowed by social media (58.8%) (Fig.1). While 64.4% a e amilia wi h ecycling egula ions,
35.6% lack awa eness, indica ing a need o be e communica ion (Fig.3). A s ong 98.4% ecognize impo ance o ecycling, wi h
6.1% belie ing indi idual e o s ma e . Despi e high awa eness, 81.2% ace challenges in ecycling, sugges ing ba ie s such as
accessibili y and con enience. Addi ionally, echnology-based ecycling solu ions emain unde u ilized, wi h only 17.6% using hem
egula ly, while 36% a ely and 14% ne e use hem. These indings emphasize he need o b idge he awa eness-ac ion gap,
imp o e accessibili y, enhance policy communica ion, and le e age echnology o encou age sus ainable ecycling habi s among
Gen Z.
Fig. 1.
Fig.2. Fig.3.
Fig. 1,2 & 3 : Feedback espose images om google o m collec ed.
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
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Table 3.0 Awa eness and A i ude Towa ds G een S a ups o Recycling
Ha e you hea d o any s a ups
ocused on ecycling o was e
managemen ?
Yes (70.4%)
No (29.6%)
I yes, can you
name any ecycling-
ocused s a ups?
Minus Deg e (48.4%)
Eco eco (32.4%)
Phool.co (38%)
G een Buddies (26.4%)
Reg ip (17.6%)
Recha kha (26.4%)
ECOIL (21.2%)
Chama (18%)
Me as able Ma e ials (16.4%)
How did you lea n abou hese
s a ups?
Social media (79.6%)
News and a icles (29.2%)
F iends o amily (18.4%)
School o uni e si y (34%)
O he (16%)
A e you awa e o
apps o pla o ms
ha incen i ize
ecycling h ough
ewa ds o
gami ica ion?
Yes (59.2%)
No (40.8%)
Ha e you e e used a
ecycling- ocused app o
pla o m?
Yes (71.6%)
No (28.4%)
How impo an do
you hink g een
s a ups a e o
p omo ing
ecycling?
Ex emely impo an (51.2%)
Ve y impo an (45.6%)
No e y impo an (2.4%)
No impo an a all (0.8%)
Do you belie e s a ups a e
e ec i e in encou aging
people o ecycle?
Yes, e y e ec i e (67.2%)
Neu al (29.6%)
No e y e ec i e (3.2%)
Would you be
willing o use
echnology-based
solu ions (apps,
pla o ms) om
s a ups o ecycle
mo e e ec i ely?
Yes (63.6%)
No (5.6%)
Maybe (30.8%)
Do you us s a ups o handle
ecycling esponsibly and
anspa en ly?
Yes, comple ely (41.2%)
Somewha (31.2%)
Neu al (18.4%)
No much (8.4%)
No a all (0.8%)
Which o he
ollowing s a up
d i en solu ions do
you ind mos
impac ul?
Gami ica ion o ecycling (46.8%)
Mobile Apps o was e pickup
(53.6%)
Awa eness campaigns h ough
social media (64%)
Engagemen wi h in luence s o
sp ead awa eness (42.8%)
Podcas o digi al s o y elling
ocussing on ecycling (36.4%)
How can s a ups be e engage
Gen Z o p omo e ecycling?
Social media campaigns
(82.4%)
Collabo a ion wi h
educa ional
Ins i u ions (68.8%)
O e ing mone a y o
angible
Rewa d (37.6%)
In e na ional Jou nal o Cu en Science Resea ch and Re iew
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Volume 08 Issue 10 Oc obe 2025
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The su ey also analysed awa eness and a i ude o Gen Z Towa ds G een S a ups o ecycling. Acco ding o he su ey, 70.4% o
esponden s a e awa e o s a ups ocused on ecycling o was e managemen , wi h no able men ions including Minus Deg e
(48.4%), Eco eco (32.4%), Phool.co (38%), G een Buddies (26.4%), Reg ip (17.6%), Recha kha (26.4%), ECOIL (21.2%), Chama
(18%), and Me as able Ma e ials (16.4%) (Fig.4). In addi ion o he abo e-men ioned s a ups, esponden s we e awa e o many
o he s a ups wo king o sus ainable ecycling o men ion a ew a e T ash o easu e, Ecoline, Saahas ze o was e, Namo e-was e
managemen LTD, A e o, Banyan Na ion, Loop Indus ies, Ambe cycle, CMR g een echnologies L d, Ka ma ecycling p i a e
limi ed, Ca bon Mas e , LanzaTech, The Kabadiwalaa, Ci izengage e c. The p ima y sou ces o in o ma ion abou hese s a ups
we e social media (79.6%), news and a icles (29.2%), school o uni e si y (34%), and pe sonal ecommenda ions om iends o
amily (18.4%). Rega ding echnology-d i en ecycling solu ions, 59.2% o esponden s we e awa e o apps o pla o ms ha
incen i ize ecycling h ough ewa ds o gami ica ion (Fig.5.), while 71.6% had p e iously used such a pla o m. Mo eo e , 63.6%
o esponden s exp essed willingness o use echnology-based solu ions om s a ups o ecycle mo e e ec i ely, hough 30.8%
we e hesi an and 5.6% we e unwilling (Fig.6.). Responden s la gely iewed g een s a ups as c ucial in p omo ing ecycling, wi h
51.2% a ing hem as ex emely impo an and 45.6% as e y impo an . Addi ionally, 67.2% belie ed ha s a ups a e highly
e ec i e in encou aging ecycling. 41.2% o he esponden s exp essed comple e us in ole o s a ups in ecycling. Rega ding
impac ul s a up-d i en solu ions, 64% o esponden s iden i ied social media awa eness campaigns as he mos e ec i e, ollowed
by mobile apps o was e pickup (53.6%), gami ica ion o ecycling (46.8%), engagemen wi h in luence s (42.8%), and digi al
s o y elling h ough podcas s (36.4%) (Fig.7). To u he engage Gen Z, esponden s sugges ed s a egies such as social media
campaigns (82.4%), collabo a ion wi h educa ional ins i u ions (68.8%), and o e ing mone a y o angible ewa ds (37.6%).
Awa eness & Engagemen . Gen Z su ey esponden s sugges engaging you h h ough awa eness campaigns, social media, and
in luence s. They ecommend educa ional wo kshops, dedica ed ecycling bins, clea ecycling ins uc ions, and mobile apps o
scheduling and acking. Recycling e o s can be signi ican ly imp o ed wi h da a analy ics o ou e op imiza ion, he in oduc ion
o manda o y ecycling policies, boos ing he ma ke o ecycled p oduc s, and o e ing incen i e-based p og ams. When hese
app oaches a e adop ed, ecycling s a ups can achie e g ea e public pa icipa ion, ope a ional e iciency, and en i onmen al
bene i s. These insigh s unde sco e he alue o echnology and s a egic engagemen in inc easing Gen Z’s ac i e ole in ecycling
ini ia i es.
Fig. 4.
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-10, Impac Fac o : 8.048
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Fig. 5. Fig.6.
Fig.7.
CONCLUSION
S a ups play a i al ole in encou aging sus ainable ecycling p ac ices among Gene a ion Z by d i ing inno a ion and os e ing
engagemen . Su ey esul s show ha al hough Gen Z is gene ally suppo i e o ecycling and sus ainabili y, challenges such as
limi ed access o ecycling acili ies, unclea guidelines, and con usion abou wha can be ecycled con inue o hinde ac i e
pa icipa ion. Despi e hese obs acles, he g owing use o ech-based ecycling solu ions p esen s a p omising oppo uni y o boos
in ol emen . Tools like social media ou each, mobile applica ions, and gami ied expe iences ha e p o en pa icula ly e ec i e in
building ecycling habi s among young people. To mo e o wa d, s a ups should p io i ize imp o ing accessibili y, pa ne ing wi h
educa ional ins i u ions, and ha nessing digi al ools o p omo e las ing beha io change. By doing so, hey can con ibu e
signi ican ly o de eloping a mo e en i onmen ally esponsible gene a ion.
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