Title

Engaging Gen-Z: Study of Patagonia's Sustainability Initiatives and Consumer Behavior

Creator

Malatestas, Michail

Wehremeyer, Brooke

Nicolopoulos, Stefan

Abstract

This study explores how Patagonia's sustainability initiatives influence Generation Z's consumer behavior. Using a mixed-methods approach combining surveys and interviews, the research examines Gen Z's environmental awareness, purchasing priorities, and perceptions of Patagonia's eco-friendly practices. Findings reveal a gap between Gen Z's sustainable values and actual purchasing decisions with affordability and quality outweighing environmental concerts. Females showed greater sensitivity to sustainability initiatives than males. The study concludes that while Gen Z appreciates Patagonia's efforts, greater transparency, affordability and tangible proof of impact are essential to strengthen engagement and loyalty among this key consumer group.

Keywords

sustainability

generation Z

consumer behavior

Subject

Business

Date Available

May 22, 2025

Type

Poster

Course

BU 3233 Business Research Methods

Instructor

Petropoulou, Eleftheria

Session

Poster Session

Location

Deree Corridor

Event

Year 2025 | 9th Annual Student Research and Creative Arts Symposium