Will Generation Z Give Up Comfort for Sustainability?

sustainability

New Scientific Article: Willingness of Generation Z to Give up Comfort in the Name of Sustainability

Authors: Ing. Robert Zámečník, MBA, Assoc. Prof. Mgr. Radek Tahal, Ph.D.
Accepted for publication in: Central European Business Review (2025)
Title: Willingness of Gen Z Members to Give Up Comfort in the Field of Sustainability, Waste Sorting, Electromobility: Based on the Representative Study in the Czech Republic

Key Findings:

  • Waste Sorting: 80% of respondents consider waste sorting important, but their willingness to sacrifice comfort (time, money) is significantly lower.
  • Electromobility: Although young people generally express a positive attitude toward sustainability, they remain skeptical about the environmental benefits of electric vehicles.
  • Sustainability Mindset: Respondents declare strong value-based commitment to sustainability, yet their actual behavior often does not align with these declarations.
  • Attitude–Behavior Gap: This discrepancy is a key conclusion of the study, with strong implications for marketing, HR, and public policy.

The study is based on a representative survey of 528 Generation Z respondents in the Czech Republic. The results show that the environmental orientation of the young generation is real but selective — strong in declarations, weaker in everyday decisions.