Planned Obsolescence Across Generations: A Comparative Study of Millennials and Gen Alpha's Attitude towards product Longevity and Sustainability

Planned obsolescence, the practice of designing products with limited lifespans, has become a pressing concern in the context of sustainability and responsible consumption. This research aims to compare the attitudes of Millennials and Gen Alpha in Coimbatore towards product longevity and sustainable consumption practices. The study utilizes a quantitative approach, surveying 112 respondents equally divided between the two generations. The findings reveal generational differences in awareness, values, and purchasing behaviors related to product lifespan and environmental impact. While Millennials show greater concern for long-term value and sustainability, Gen Alpha exhibits a higher dependence on trends and technology but also demonstrates early exposure to environmental education. The study highlights the need for tailored strategies by policymakers and businesses to promote sustainable consumption across age groups. These insights can guide future product design, marketing, and educational efforts that align with evolving consumer expectations and environmental goals.