Abstract
One of the pressing global challenges today is managing humanity’s unlimited needs with limited resources, emphasizing fostering sustainable consumption. This study aims to identify the key factors influencing adopting sustainable consumption behaviors among Generation Z, an active consumer segment, and evaluate the potential for their transition to sustainable consumption. A survey results, highlighted the primary influences and barriers to sustainable consumer behavior. A survey was conducted among 221 participants from Generation Z, aged 18-23, to examine the key motivators and obstacles to adopting sustainable consumer habits. The findings indicate that Generation Z is positive towards essential prerequisites for sustainable consumption. Furthermore, the study reveals that 85% of the surveyed representatives of Generation Z are familiar with sustainable consumption, and 59% believe that consumers play a crucial role in its promotion. At the same time, 67% of respondents sort waste at least sometimes, and 75% save water and energy. It concludes that, with proper support and encouragement, Generation Z could play a pivotal role in promoting and adopting sustainable consumption practices, contributing to broader sustainability goals. These insights guide efforts to promote sustainable consumption for policymakers and educators and inform the development of targeted strategies that resonate with this demographic's unique perspectives. The present study was conducted among participants from the city of Almaty, and further research could focus on other large cities and rural areas of Kazakhstan.