The Green Generation: A Study on How Gen Z is Redefining Consumerism in Delhi

Abstract: Gen Z has emerged as an essential force in reshaping consumerism, with sustainability at the core of their purchasing behaviour. It is believed that 54% of the consumers in the contemporary world are Gen Z, making them a significant segment of the consumer market. This empirical study investigates how Gen Z in Delhi is redefining consumerism through eco-conscious choices. The objective is to explore the motivations behind their preferences for sustainable products and services, analysing the role of digital media in influencing these behaviours. A mixed-methods approach is employed among Gen Z consumers in Delhi. The sample includes 300 participants between the ages of 18-25. The survey quantifies key factors such as eco-awareness, social media influence, and purchasing decisions. This research could offer valuable insights into the evolving landscape of consumer behaviour, with implications for brands looking to engage this environmentally conscious generation. Keywords: Gen Z, Consumerism, Sustainability, Digital Media Influence JEL Classification Number: D12, Q56, M31