The Rise of Sustainable Consumerism: Evidence from the Egyptian Generation Z

Salma Khalil, Ayman Ismail and Seham Ghalwash
Additional contact information
Salma Khalil: Ottoman Group, Royal Herbs S.A.E, Shabramant, Giza 12947, Egypt
Ayman Ismail: Department of Management, School of Business, The American University in Cairo, New Cairo 11835, Egypt
Seham Ghalwash: Department of Management, School of Business, The American University in Cairo, New Cairo 11835, Egypt

Sustainability, 2021, vol. 13, issue 24, 1-25

Abstract: Sustainable consumerism is a topic that is still being explored and developed across nations and countries. A new generation of consumers and the world’s future leaders—Generation Z—have already begun to change the marketing and consumer landscape and have accelerated the means to achieve sustainable development. Meanwhile, the Egyptian Generation Z remains unexplored and ambiguous. The purpose of this article is to gain an understanding of the behavioral aspects of the Egyptian Generation Z, their consumerism, ecological consciousness, and corporate expectations. This exploratory research adopted qualitative methods using in-depth semi-structured interviews with a selected sample of participants representing the Egyptian Generation Z. The findings reveal an infantile but informed and reactive market of consumers whose acts of marketing and branding decisions contribute to reaching corporate sustainability, despite the fact they are viewed as nescient in the broader global community. This research provides the first evidence on the Egyptian Generation Z and their behavior towards sustainable consumerism in a new context of developing countries.

Keywords: sustainable consumerism; corporate sustainability; Generation Z; sustainability; developing countries; Egypt (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
https://www.mdpi.com/2071-1050/13/24/13804/pdf (application/pdf)
https://www.mdpi.com/2071-1050/13/24/13804/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:24:p:13804-:d:702047

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().