Exploring sustainable consumption marketing among young adults in Mexico City

This study explores sustainable consumption among young adults in Mexico City to improve marketing strategies. Through interviews with experts and consumers, it examines individual and collective drivers of sustainable consumption for greater marketing effectiveness. The results emphasize the importance of offering trendy products and raising perceived value by highlighting personal and family benefits, such as healthandcollective benefits for the local or national community. Recommendations include enhancing accessibility by leveraging small shops and street markets andmodernizing promotion through external influencers and user-generated content. It is also recommended thattrust be fostered through public policies like sustainability scoring. Sustainable marketing can reshape consumer perceptions, making eco-friendly products more accessible, trustworthy, and valued as investments in both personal well-being and societal progress.