With the growing of environmental problems due to the intensive exploitation of our resources by humans, Generation Y and Generation Z cannot overlook such issues that could affect their future. However, while many claims that sustainability is important, only few demonstrate an intention to buy more ethical goods, and actually only a minority do so (Cowe & Williams,
2s.
1.5 Research Questions
As previously stated, the mains research question of this research is “What are the perceptions of both French Generations Y and Z towards Zero Waste and what are the factors that motivate and/or discourage their decision to buy Zero Waste products?”.
Therefore, the following Research Objectives (RO) are to be examined in order to answer the research question:
• RO1: To critically analyse the perceptions of Generation Y and Generation Z in France towards Zero Waste;
• RO2: To determine how these perceptions influence their consumer behaviour;
• RO3: To critically analyse the consumer behavioural differences between French
Generation Y and Generation Z;
• RO4: To provide explanatory findings for organization to effectively communicate on
Zero Waste to approach both generations.
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