The Ecological Awareness of the Young Generation as a Factor Shaping Contemporary Business

Anna Wolak-Tuzimek, Lidia Kaliszczak, Katarzyna Sieradzka and Radoslaw Luft

European Research Studies Journal, 2025, vol. XXVIII, issue 4, 422-431

Abstract: Purpose: The aim of the article is to identify the importance of pro‑environmental activities in building enterprises’ competitive advantage in the opinion of young consumers. The following research hypothesis is advanced: H1 — Pro-environmental activities of enterprises are perceived by young consumers as an important factor in building competitive advantage in the market. Design/Methodology/Approach: The theoretical section rests on a thorough review of the leading literature. In the empirical section, exploratory factor analysis (EFA) was applied to identify the main determinants of enterprise competitiveness relevant to Generation Z. Findings: This article presents the results of research conducted in June 2024 among representatives of Generation Z. 332 correctly completed surveys were analyzed. Exploratory factor analysis demonstrated that environmental performance is a significant factor in business competitiveness in the opinion of young respondents. Practical implications: The research findings can be a valuable source of information for business managers, demonstrating the importance of pro-ecological activities in shaping competitive advantage. These findings provide practical guidance on selecting and implementing competitive strategies that align with the expectations of young consumers. Considering the identified factors – particularly environmental activism – can contribute to strengthening a company's market position and building a sustainable competitive advantage. Originality/Value: The article reports original research conducted on a sample of 332 Generation Z respondents, i.e., people born in 1995-2012.

Keywords: Competitiveness; Z generation; enterprises; ecology. (search for similar items in EconPapers)
JEL-codes: M14 P12 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ers:journl:v:xxviii:y:2025:i:4:p:422-431

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