Empowering Sustainable Recycling: The Influence of Startups and Awareness Among Generation Z

Issues like urbanization, industrialization, and overconsumption have led to sustainability becoming a global priority. According to Schönherr & Pikkemaat (2023), social media, social norms, and the effects of COVID-19 played a role in shaping Generation Z’s environmental attitudes. Their dedication to sustainability manifests itself in low-emission travel, selective mobility, and waste management. Dobrowolski et al. (2022) and Schönherr & Pikkemaat (2023) are of opinion that Generation Z agrees that both consumers and businesses share the responsibility toward achieving sustainability. Nonetheless, applying ecological awareness toward concrete pro-environmental actions is an ongoing challenge for all sectors (Gazzola et al., 2020). Even with Gen Z being highly environmentally conscious, barriers such as unclear recycling rules, insufficient systems, and complicated solutions prevent their ability to adopt consistent recycling practices. Leveraging innovation, technology, and the entrepreneurial spirit, startups are tackling the recycling issues faced by Gen Z. With the help of mobile applications, AI, blockchain, and gamification, recycling becomes not only easier but more rewarding. Using incentive-based app recycling and smartphone waste collection systems, companies such as Trashie and RecycleSmart strive to make recycling more rewarding and convenient. Other than technological solutions, companies combine digital awareness campaigns alongside partnerships with government, industry, and educational institutions to make the public conscious of the negative impacts of waste on the ecosystem. This underscores the values of Generation Z regarding the need for honesty and responsibility in public concern over the environment. This study focuses on the use of digital technologies by entrepreneurs and their deliberate attempts to investigate their role in promoting sustainable recycling among Generation Z. The goal is to find practical ways to increase Gen Z’s adoption of recycling by exploring the cooperation between entrepreneurs, legislators, educators, and the commercial sector. By encouraging the growth of a circular economy and long-term environmental accountability, the study ultimately hopes to support the larger sustainability goal.