Journal
JOURNAL OF WORLD BUSINESS
Volume 45, Issue 4, Pages 385-394Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jwb.2009.08.007
Keywords
Sustainability; Y generation; Young consumers; Economic sustainability; Environmental sustainability; Consumption footprints
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The concept of developing sustainable consumption practices has been a factor for discussion within academic literature for nearly half a decade. Many have argued the consequences of unmonitored consumption practices within a 'throw-away' society would lead to environmental, social and economic degeneration. With consumption no longer hindered by global boundaries, there is an emergence of a common class of people within society consuming in vast amounts, over great distances from one another, and reaps irreparable environmental damage. The onus of developing sustainable practice is no longer the sole responsibility of economies of affluence and specific segments of our economy but has become the responsibility of all stakeholders. Using a triangulated qualitative approach, the aim of this research is to advance our understanding and definition of sustainability in the key stakeholder group: The young consumers, Y generation. The research will focus on understanding their consumption footprints and their view of the notion of sustainability. Implications for social changes, policy and practice will also be presented. Crown Copyright (C) 2009 Published by Elsevier Inc. All rights reserved.
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