Survey data on sustainable consumption behaviour among Generation Z consumers

This dataset contains the empirical data used in the study “Gen Z Consumption: Who Chooses Green?” published in Business Strategy and the Environment. The data were collected through an online survey conducted using the Computer-Assisted Web Interviewing (CAWI) method among university students representing Generation Z in Italy. The dataset includes variables describing demographic characteristics (e.g., gender, age, education level) and indicators related to sustainable consumption behaviour, environmental awareness, and purchasing habits.

The data were used to analyse how selected demographic factors influence environmentally responsible consumption patterns among Generation Z consumers. In particular, the dataset allows examination of relationships between gender, education level, shopping frequency, environmental attitudes, and commitment to environmental protection. The study aims to identify whether demographic segmentation can support the development of targeted strategies and policies promoting sustainable consumption.

The dataset supports the statistical analyses presented in the article and may be reused for research on sustainable consumption, consumer behaviour, demographic segmentation, and sustainability-oriented marketing strategies among younger consumer groups.