Citation:Topic, M and Mitchell, B (2019) GENERATION Z & CONSUMER TRENDS IN ENVIRONMENTALPACKAGING. Project Report. The Retail Institute, Leeds.

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GENERATION Z & CONSUMER TRENDS IN

ENVIRONMENTAL PACKAGINGAuthors: Ben Mitchell & Dr Martina Topic

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CONTENTS PAGE

1ntroduction: Developments in environmental packaging researchConsumers and the environment research reviewThe value of generational research 

Introducing Generation Z

Z Consumers Generation Z’s environment Generation Z – Summary

Generations: shopping, the environment and packaging 

Generation X and OlderOnline shopping Importance of environmental issuesPersonal action on environmental issuesPackagingGeneration X – Summary

Generation Y/ Millennials

Online shoppingImportance of environmental issues Personal action on environmental issuesPackagingGeneration Y/ Millennials - Summary

Generation Z

Online shoppingImportance of environmental issues Personal action on environmental issuesPackagingGeneration Z – Summary

Mixed Generation Groups 

Importance of environmental issuesPersonal action on environmental issuesPackagingMixed Generation Groups – Summary

Focus Groups Summary Report Summary References 

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Introduction: Developments in

environmental packaging researchWhether it is minimising food waste, recyclingcorrectly or adjusting to new packaging designsthat use different materials, the actions ofconsumers are key to the success or failure ofproduct and packaging design interventions.Manufacturers and retailers need consumers tounderstand changes generated to reducecarbon footprint or limit waste going to landfill.This report considers the value of consumerinsights to the potential effectiveness ofstrategies aimed at reducing the environmentalimpact of packaging. In particular, it looks athow generational research, with a particularfocus on Generation Z, can help to identifytrends in consumer attitudes and behaviour. The report begins with a brief review ofacademic research published in the last yearthat analyses environmental packaging from arange of consumer perspectives. It thenprovides a profile of Generation Z based onemergent findings from a range of sources. Italso includes a summary of generation’sattitudes and likely behaviour with regard to theenvironment. We also report on the findings offocus groups conducted by The Retail Institutethat sought to identify the specific shoppingmotivations and pro-environmental behaviourof different generational and class groups.

To begin with, the consumer aspect of theenvironmental impact of a change inpackaging design is the subject of a studypublished in the Journal of Industrial Ecology.Researchers conducted an environmentalanalysis of packaging-derived changes in foodproduction and consumer behaviour[1].Previous analysis of the trade-off between thebenefits of packaging functionalization andthe increased environmental impact frompackaging production did not account forconsumer behaviour, despite being key toreducing food loss and waste (FLW) andreducing environmental impacts. Yokokawa and colleagues attempted to tacklethis missing aspect using ‘consumer behaviourscenario analysis’ and a ‘break-even rate offood loss’. Their study looked at packaging-derived changes in food production for milkand cabbage products. They found thatextending the expiry date and apportioningthe package size of milk products have thepotential to reduce FLW and global warmingpotential (GWP). The total GWP decreased inseveral behaviour scenarios when consumersdiscarded the food after the expiration date ora few days after opening. However, apportioning the package size ofcabbage could have a negative effect on thetotal environmental impacts. Although it waseffective for consumers eating after the expirydate, apportioning the package size ofcabbage products induced an increase in theGWP of food production. The study found thatto decrease the GWP effectively byapportioning the package size of a cabbage,the apportionment of the package size mustlead to saving more than half of the edibleparts.

Recent academic research reflects the increasedscrutiny and expectation of the last few yearsand many studies published in the last year arerelevant to environmental packaging. Thesecover diverse topics including consumerperceptions, packaging design and functionality,food waste, labels, waste management andmethods of life cycle analysis.

Consumers and theenvironment research review

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Further research relating to consumers andpro-environmental packaging has looked atpurchase intentions for bioplastics[2]. Thestudy of German consumers found attitudestowards toward bioplastics, green consumervalues and, most interestingly, bioplasticproduct experience and knowledge allinfluenced purchase intention. While thepurchase intention for bioplastic products forall German citizens was around 56%, about 95%of the consumers with product experienceintended to buy bioplastic products. Theexperience and interest in information is key tobioplastics as consumer understanding is stilldeveloping. The differentiation of bioplasticproducts from conventional plastics is notobvious to consumers and the findingssuggest that overcoming that challenge couldbe significant for increasing purchaseintention. This study is part of other a wider group ofstudies providing insight into consumerpreferences for new packaging designs. Forexample, experiments conducted to assess theeffect of sustainable design strategies onpurchase intentions found positive responsesto circular designs (e.g. biodegradablematerials) compared to linear redesigns (e.g.packaging lightweighting)[3]. 

In addition, consumers perceived packagingredesigns that combined multiplesustainable design strategies, as onlymarginally more sustainable than packagingwith single strategy redesigns. Therefore,there appear to be diminishing returns in themoral satisfaction consumers achieve frombuying products with multiple sustainablefeatures. The way that products communicatesustainability through packaging alsocontinues to be a topic of interest withinacademia. This relates to both visual layoutand different types of labelling. A studyfocusing on the ‘visual ecology’ of productpackaging notes that brand-relatedpackaging elements tend to be much morevisually conspicuous than characteristics suchas sustainability and nutrition[4]. The research also used a distinction betweentop-down and bottom-up control factors thatinfluence consumer attention. Top-downfactors include goals, task instructions,preferences, decision style, cognitive load,involvement, task complexity and mood.Bottom-up factors refer to the visual ecologyof a product, in terms of visual salience,surface coverage and distance to centre.

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The study challenges previous researchsuggesting that top-down factors tend todominate bottom-up factors. However, analysisof 158 consumer products found that visualecology (salience, size and distance to centre)does influence the probability of consumersfixating a packaging element and that top-down control does not interfere with bottom-up processes as much as previously assumed. The value of studies like this are to identifywhat could happen if retailers, brand owners orpossibly policy makers change the visualecology of packaging by enhancing thevisibility of sustainability or nutrition labels.Small changes could lead to much higherlevels of consumer attention to sustainability ornutrition, especially if consumers have a relatedgoal. Another angle on consumer perceptionsconcerns how people interpret the CSR(corporate social responsibility) claims onpackaging. A study examining the effect of on-package claims on perceptions of healthbenefits, taste and attitudes and behaviouralintentions towards the company, found thatclaims relating to food manufacturing,employee welfare and eco-friendly packagingall positively influence consumers’ intention topurchase[5]. Consumer most positivelyperceived employee welfare claims. They alsohad impacts on consumers’ inferences ofproduct-related attributes, particularly whenthe specific CSR claim are congruent with theconsumer inference. For example, food-manufacturing claims are more stronglyassociated with health-related consumerinferences. The authors conclude from thisthat consumers perceive CSR activities asmore credible when they are congruent withthe product’s attributes and image. These studies are examples of the kind ofresearch on consumer packaging perceptionsthat continue to offer insight into how newmaterials, formats, designs andcommunication methods may affectconsumer attitudes and behaviour. 

Many other papers published in the last yearprovide consumer-packaging insights from arange of different countries where attitudesand behaviour are likely to vary. For example, a study of green packaging’simpact on young Romanians’ environmentalresponsibility found that the country hasrelatively recently become preoccupied withsustainability issues[6]. Noting theimportance of environmental information, itemphasises the role of green marketing toraise awareness and change consumerbehaviour. Another Romanian study foundthat difficulties in finding information aboutthe packaging, along with price and costs,was a major obstacle to purchasing greenpackaging[7].

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Another international study has noted thatnational cultures (in this case, Germany, Franceand the US) differ in how they weigh therelative impact of recyclability, reusability andbiodegradability, which suggests a need todifferentiate packaging strategies acrosscountries[8]. In addition, a study aimed atdeveloping a multidimensional measure ofconsumer perceptions of eco-labelling involvedfieldwork undertaken in Malaysia, a countrydescribed as a pioneer in Asia with respect topromoting eco-friendly consumption[9]. Thereare also studies observing the influence ofaltruistic and egoistic values on Indianconsumers’ purchase intentions of eco-friendlypackaged products[10], an increase inconsumer awareness and purchase intentionof eco-friendly food packaging in Latvia andthe factors influencing young consumers’purchase intentions in Indonesia[11].

These studies are a reminder of thecomplexity of different factors thatdetermine consumer behaviour withregard to packaged products.Environmental knowledge and concern ischanging at different rates around theworld and within different demographicsegments. This is taking place alongsidecontinuing innovation to reduce theenvironmental impact of packaging. Continuing to monitor all of these dynamicfactors is an important role for researchersand generational research is one area thatcan offer insight. This is not only in terms ofthe differences between age cohorts butalso as indicators of market trends. Withthat in mind, The Retail Institute hasfollowed up on last year’s consumer surveyon environmental attitudes andpackaging-related consumer behaviourwith focus groups to understand theperspectives of different demographicgroups.

The value of generational researchIn 2017, the Retail Institute’s Consumer of theFuture annual report noted some of thecharacteristics of the Millennial cohort(Generation Y) with particular reference to theinfluence of social media on consumerbehaviour. Businesses have focused onMillennials for several years now as trend settersand their emergence as the most powerfulmarket cohort. Increasingly, the attention ismoving to understand what we know so far ofthe following cohort Generation Z.

Although definitions vary, Generation Zwere born between 1995 and 2010,meaning that the oldest are in their early20s while the youngest are not yet 10. Thismeans that our understanding ofGeneration Z as a complete cohort isincomplete and still developing. Much ofthe existing research focuses on the olderpart of the cohort, from around age 16 andolder. Because definitions do vary, analysisof the younger of the Millennial cohort isalso relevant to understanding GenerationZ. Nonetheless, the research reported hereoffers insight into a cohort whose lifeexperiences are the first indication of theimpact of growing up in a completelydigital world.

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Generational research highlights how social,cultural and technological changes influencedifferent segments of society. While somegenerational differences may have more to dowith cultural or psychological influences,studies of, and comparisons betweengenerations show the extent that those otherinfluences persist or evolve over time. If usedcorrectly, generational research promises greatvalue to marketers and retailers. It offersinsights into the current and future desires andbehaviours of different age cohorts. Analysis ofthe attitudes and behaviours of differentgenerational cohorts suggest the likelydemands and expectations of futureconsumers. This is particularly useful as welearn about consumer intentions with regardto the environment. However, it is important to take care in theinterpretation of these trends. It is tempting tomake assumptions about the characteristics ofcertain age groups based on observedtechnological change. Some writers mayexaggerate the differences betweengenerations by interpreting events too simplyor drawing conclusions on data that relatesmore to life stage than the experience ofcohorts born in a specific era. Pollsters IpsosMori[12] distinguish between three types ofage-related analysis. ‘Period effects’ involvepeople of all ages changing in a similar waydue to a societal shift or event. ‘Life cycleeffects’ are those changes in attitudes andbehaviours change that come as people getolder. 

‘As we continue to seek knowledge andinsight into consumer behaviour,particularly in relation to packaging and theenvironment, generational researchprovides a valuable perspective. Thepotential significance of social attitudes andenvironmental awareness to consumerchoices adds to the value of observing theeffect of economic events and cultural shiftson various consumer groups. Changing useof media and shopping habits indicate theapproaches that retailers and brand ownersshould use to communicate to Generation Zeffectively.

‘Cohort effects’ reflect generational differencesin views and behaviours that people carry withthem through life. Recognising thesedifferences improves the accuracy andreliability of generational research. It is alsoimportant to remember that the differencesbetween cohorts are likely to be marginal inthat, for example, the youngest Millennials mayhave more in common with the oldest fromGeneration Z than with those who are theoldest in their own generational group. 

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Generational research highlights how social,cultural and technological changes influencedifferent segments of society. While somegenerational differences may have more to dowith cultural or psychological influences, studiesof, and comparisons between generations showthe extent that those other influences persist orevolve over time. If used correctly, generationalresearch promises great value to marketers andretailers. It offers insights into the current andfuture desires and behaviours of different agecohorts. Analysis of the attitudes and behavioursof different generational cohorts suggest thelikely demands and expectations of futureconsumers. This is particularly useful as we learnabout consumer intentions with regard to theenvironment.

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However, it is important to take care in theinterpretation of these trends. It is tempting tomake assumptions about the characteristics ofcertain age groups based on observedtechnological change. Some writers mayexaggerate the differences betweengenerations by interpreting events too simplyor drawing conclusions on data that relatesmore to life stage than the experience ofcohorts born in a specific era. Pollsters IpsosMori[11] distinguish between three types ofage-related analysis. ‘Period effects’ involvepeople of all ages changing in a similar waydue to a societal shift or event. ‘Life cycleeffects’ are those changes in attitudes andbehaviours change that come as people getolder. ‘Cohort effects’ reflect generationaldifferences in views and behaviours thatpeople carry with them through life.Recognising these differences improves theaccuracy and reliability of generationalresearch.

It is also important to remember that thedifferences between cohorts are likely to bemarginal in that, for example, the youngestMillennials may have more in common withthe oldest from Generation Z than with thosewho are the oldest in their own generationalgroup. As we continue to seek knowledge andinsight into consumer behaviour, particularlyin relation to packaging and the environment,generational research provides a valuableperspective. The potential significance ofsocial attitudes and environmental awarenessto consumer choices adds to the value ofobserving the effect of economic events andcultural shifts on various consumer groups.Changing use of media and shopping habitsindicate the approaches that retailers andbrand owners should use to communicate toGeneration Z effectively.

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The first observation to make about GenerationZ is the diversity of the cohort. This is in terms ofboth demographics and personal interests. Theyare ethnically diverse, as the populations ofmany countries have become increasinglymulti-cultural and multi-racial. With morepeople living in urban areas, more young peoplegrow up exposed to a wider range of culturalperspectives compared with previousgenerations[13]. Multiple studies also suggest adiversification of interest, describing the trendwithin Generation Z as individuality[14], non-conformism[15] and increased complexity andnuance[16]. A survey of 1500 US students found‘being different’ to be a trend, with peoplewithin this group trying to be unique while stillbelonging to a peer group[17]. While this may make it more difficult tosummarise this generation than it is for others, itis an important distinction to state that, as IpsosMori suggests, ‘lives are becoming morestretched and varied within a cohort group’. Thesurvey organisation states that having moreways to connect and experience things withtechnology enables people to pursue their owninterests and engage with like-minded groups.

Introducing Generation Z

To add to this, there is a greater tendency foryounger people to shift their interests,preferences and affiliations, which could be truefor both politics and shopping patterns. A mixed methods study including social mediaanalysis, focus groups and expert interviewsdescribed shifting identities and the ‘traditionalhallmarks of adulthood in flux’. This involves ‘agecompression and acceleration’ in which youngpeople appear to make adult choices anddecisions earlier while continuing certain aspectsof childhood into later years.

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Related to this diversification and greatertendency to change is the idea thatGeneration Z are relatively more open-minded and culturally aware. Commentatorshypothesise this greater awareness to comefrom online access and growing up in a timeof turbulent world events[18]. Aninternational study of Generation Z notedthat the cohort has “spent their entire livesonline, and as a result, have been moreintimately exposed to the failings of thepowers-that- be to tackle world issues thanany generation preceding them” and this hasled to a breakdown in trust towardstraditional political and civic institutions. Thiscreates the potential for greater activism andexpectations that authorities – eithergovernmental or commercial – tackleperceived injustices and environmentaldamage.

Generation Z’s very high media use linksthese trends together. Often described as‘digital natives’, access to digital devices froma young age has made them accustomed tobeing connected at all times[19]. 

‘Life casting’, the

practice of sharing

one’s life online, has

created a need among

social media users to

find novel products and

experiences to share.

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This full integration with technology[20] hasgiven them enhanced digital skills, the ability tofollow their interests and monitor world events.It also has repercussions for shopping behaviourand the way that Generation Z engages withbrands. Aside from the sheer embeddedness in digitaltechnology, the cohort’s media usage issignificant for the choice of media and the wayit is used. The shift away from traditional culturalmedia such as television and the greater use ofpersonal devices[21][22] and online channels forviewing has important implications formarketing. 

Furthermore, the kinds of behaviour that arenow habitual because living a life of digitalconnectivity may have changed the coremotivations of young people as shoppers andconsumers. ‘Life casting’[23], the practice of sharing one’s lifeonline, has created a need among social mediausers to find novel products and experiences toshare. This promises to alter how people findand choose products. The greater awareness ofsocial and environmental issues couldcontribute to the desire to share products andexperiences that are perceived to be ‘doinggood’.

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Z ConsumersThe implications of Generation Z’s reportedcharacteristics for retail and marketing are thatthe cohort is more varied and complex thanprevious generations, making it difficult tocharacterise with simple concepts or statements.While it is important to re-emphasise thatdifferences between generations are very smallat the margins, there does appear to be someconsensus on the distinguishable features ofGeneration Z consumer behaviours. Thisincludes a more pragmatic and cautious attitudeto money compared with Millennials and agreater desire for unique and personal productsand experiences. The greater price-consciousness of Generation Zhas a link to the economic circumstances theyhave lived through so far. In addition to theglobal financial crisis, the stagnation of youngpeople’s incomes, compared with those of olderpeople, has generated a greater cautiousnessamong younger Millennials and GenerationZ[24]. The accuracy of this is still unclear.However, some consumption patterns mayindicate greater discernment in product choices.For example, Ipsos Mori states that there hasbeen a shift away from materialistic values, with30% of teenagers in 2018 feeling that the thingsthey own say a lot about how well they are doingin life, compared with 42% of teenagers in 2011.Sun Branding Solutions’ Guide to Generation Zdistinguishes them from Millennials in that theyare less likely to spend lots of money on a singledesigner item, preferring instead to make theirmoney go further. While it is still important forthem to be fashionable, designer brands issomewhat less likely to be their strategy forachieving it, as the table below suggests:

How important is it that products are:

Related to this is the attitude towards brands.In our 2017 Consumer of the Future report, wenoted that evidence did not support theperception that Generation Y had become lessinterested in brands compared with previousgenerations. It was more likely that theapparent differences in relationship withbrands were due to engagement throughdifferent media channels. For Generation Z,the idea of brand dealignment continues to becompelling but the reality could relate more toa need for new brand strategies. An articleciting multiple US-based surveys suggeststhat quality is preferred to brands for aroundfour fifths of Generation Z[25]. However, IpsosMori’s study found that 35% of teenagers stillfeel brand names matter to them. The analysisfrom that study suggests that lowerdisposable income has contributed to a biggerchallenge for brands to maintain their appealto this generation. Ipsos Mori states, “Theimportance of diversifying and retrofittingbrands to the budgets of younger people withless disposable income will likely become evermore important”[26]. The slight differences in brand relationshipcould also relate to Generation Z’s behaviouras online consumers. While Millennials are alsoassociated with higher levels of onlineengagement (and people of all ages now shoponline), Generation Z may be distinct fromprevious cohorts in that fewer of them spendtime watching television, listening to the radioor reading print publications. Related to this istheir receptiveness to advertising.

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IIn particular, the flexibility and conveniencedemanded from retailers relates to creatingindividualised products and experiences. Thisis a key theme that emerges from theextensive mixed methods study conducted byUS advertising agency RPA. The findingssuggest that brands must recogniseGeneration Z on an individual basis and helpthem to both improve and marketthemselves[32]. Personalization, therefore, hasmoved to a ‘hyper’ level that avoids rigidcategories and appeals to micro-interests[33].

A study comparing Gen Z with both Gens X andY found the youngest of these cohorts to bemost discriminating in their preferences foradvertisements. Generation Z was most positiveabout more innovative advertising formats thatoffered control over the viewing experience[27].They tended to skip online adverts faster andmore frequently than previous generations. Thissuggests a preference for interactivity such asthe opportunity to influence a story or outcome.A US retail industry study found that 44% of GenZ respondents said they would like to submitideas for product design, given theopportunity[28]. Related to this is the strong expectation amongGen Z-ers that retailers continue to innovate indelivering quality and convenience both onlineand in stores. A study of Generation Z views ofsmart retailing found that they expecttechnology to make informed shoppingdecisions easier and transactions quicker[29].

In terms of product choices, health iscommon feature of Generation Z studies.Ipsos Mori state that access to technology,social media and the impacts of governmentinterventions have contributed to healthierbehaviour within this cohort. They are also lesslikely to indulge in unhealthy behaviours suchas smoking and drinking, reflecting generalsocial change and the shift to onlineactivities[34]. Specifically, there has been adrop in teenage consumption of free sugars inEngland between 2010 and 2016 and a drop(29% to 18%) in adolescent daily consumptionof soft drinks between 2002 and 2015. SunBranding Solutions also note healthconsciousness of Generation Z, highlightingthe influence of the greater efforts ofGenerations X and Y in this regard. There isalso a tendency for more sophisticated foodchoices, a reflection of the diverse culturalinfluences experienced by this cohort.

Despite the characterisation as digital natives,this still includes in-store retailing. One surveyin the US found that almost two thirds ofGeneration Z prefer shopping in-store toonline, and three-quarters of respondentspreferred an engaging in-store experience[30].As one student of Gen Z suggests, “Thisgeneration of children has grown up in a worldwhere many everyday objects and mediaexperiences are dynamic, clickable, andswipeable”[31].

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It is almost inevitable that researchers andcommentators will link Generation Z’s attitudesand behaviour relating to the environment tothe online media use. The greater awarenessand empowerment promised by social mediameans that many expect this cohort to holdstronger views on environmental issuescompared with previous generations. Althoughtechnology has made age or personalprominence less important in determiningindividual impact, Ipsos Mori’s evidencesuggests that Generation Z’s activism on socialcauses is just equal to other generations.However, there is clearly a strong pro-environmental element within this the cohortwith surveys finding that 47% of Gen Z in the UShas stopped purchasing their favourite brandafter finding the manufacturer did not produceenvironmentally friendly products[35] and 45%choose brands that are eco-friendly and sociallyresponsible[36]. Interviews with marketingexecutives support these views, as they perceiveGeneration Z as having greater expectationsthat brands demonstrate their care for theenvironment with action rather than words[37].

Generation Z’s EnvironmentThe differences between generations may onlybe marginal and the attitudes of Generation Zas a whole cohort are still emergent. Therefore,some of the latest literature on Millennials,particularly those at the younger end of thatcohort, could be indicative of what to expectfrom Generation Z. For example, the questionof whether Millennials’ greater pro-environmental attitudes translate intobehaviour are behind studies into theirparticular motivations as consumers. Nielsen’s2015 study found that around three quarters ofMillennials were willing to pay more for brandscompared to only half of baby boomers (bornbefore 1965)[38]. A study of young Millennialssuggests that this willingness may be mostlyself-interest as Millennials demonstrated morerational and self-oriented rather thanemotional and others-oriented motives leadingthem to act pro-environmentally[39]. Theauthors suggest that while Millennials graspthe environmental consequences of theiractions, they have not yet integrated theirbeliefs and actions completely. They also notethat psychographic variables such as altruism,frugality, risk aversion and time orientation,have more explanatory power thandemographic variables.

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Other influences on cause-related consumerbehaviour include brand loyalty and trust incompanies. A survey of Italian Millennials foundthat both trust and loyalty played a key role inaffecting consumers' willingness to supportcorporate social responsibility initiatives of foodcompanies. It found that trust in cause-relatedmarketing CRM campaigns and environmentalconcern positively influenced consumers’willingness to support a product. However,brand loyalty can be a constraint to peopleswitching from a favourite snack to a similarone supporting social and environmentalcauses[40]. In another study of green purchase triggers, asurvey of young Millennials found thatenvironmental knowledge and environmentalconcern were significant predictors ofenvironmentally conscious consumerbehaviour[41]. The study investigated issuesraised by previous research that revealed a gapbetween the willingness to purchase greenproducts and actual behaviour. Prior studies ofenvironmental knowledge – defined as “the‘general knowledge of facts, concepts, andrelationships concerning the naturalenvironment and its major ecosystems” –found that it could not predict responsibleenvironmental behaviour on its own. Theinfluence of environmental concern – the“evaluation of, or an attitude towards, the factsof one’s own behaviour, or others’ behaviour,with consequences for the environment” – mayinfluence green behaviour through higherpurchase intention or socially responsiblebehaviour. The study also looked at thesignificance of perceived consumereffectiveness, the “belief that the efforts of aconsumer can make a difference in thesolution”, which previous literature suggestedwas a strong predictor of environmentallyconscious behaviour. However, perceivedconsumer effectiveness was not directlyrelated to environmentally consciousconsumer behaviour.

The study also found that although youngershoppers placed the highest importance ongreen issues, they did not integrate thoseissues into their shopping practices to thesame extent as their older counterparts. Thissuggests that younger Millennials’ concernabout the environment is not yet turning intoaction. However, the strongest predictor ofenvironmentally conscious consumerbehaviour among the young Millennials wasenvironmental concern. This, in turn, wasassociated strongly with environmentalknowledge. This suggests thatcommunication messages should offerbackground information aboutenvironmental issues that are relevant to aproduct and its role in tackling ecologicalproblems.

Even if younger Millennials and GenerationZ are not yet transforming their attitudesinto action, their environmental knowledgeand beliefs could still develop into greenpurchasing behaviour in later life. Asystematic review of studies investigatingsustainability in retail has characterisedGeneration Z as showing very differentbehaviour from previous generations inbeing more sustainability oriented andwilling to choose retailers that are eager tooffer green products[42]. The authorssuggest that green strategies, either inproduction processes or in marketing usingsustainable principles, are essential forselling products to young people. Greenproduct features are no longer just anadded feature to improve sales but anexpected pre-requisite amongenvironmentally concerned young people.

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Generation Z – SummaryIn summary, it is very tempting to focus on the ‘digital natives’ aspect of Generation Z as itsdefining characteristic. While this is certainly vital to our understanding of the cohort, it is alsoimportant to recognise other social and economic influences. The diversity of the cohortcomes from them growing up in a multicultural world with access to greater range of ideas,influences and tastes. Digital connectivity feeds that diversity. Economic and politicaluncertainty has possibly made Generation Z more cautious financially and their awareness isdeveloping at an earlier life stage than was the case for previous generations. They are alsomore aware of the need for health consciousness, generating particular shopping demands inthat regard. The diversity of interest is individualising consumer behaviour more than ever. Personalisationis becoming exaggerated to the point that young consumer demand products andexperiences that are unique. This is partly so that they can share them online and develop apersona that has the flexibility change to over time. With regard to the environment, existing research suggests that although there is notsignificant difference in attitudes between Generation Z and previous generations, there is alarge segment of this group that have strong environmental views. As they develop furtherinto adulthood, gaining independence and financial stability, the impact of this may becomeclearer than it is currently. However, it is likely that the expectations of much of Generation Zwill be for businesses to deliver low cost products that do minimum harm to the environment.

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Generations: shopping, theenvironment and packaging We conducted eight focus groups, including

three mixed groups of middle-class men andwomen and three mixed groups of working-class men and women. In addition, weconducted two focus groups of only (workingand middle class) female consumers.Consumers self-defined their class andusually related to their origin, i.e. theirupbringing rather than their currentoccupational or social status. We also dividedthe focus groups by generation – GenerationX and older, Generation Y (millennials) andGeneration Z. We selected participants from thoseexpressing interest in the research from theRetail Institute’s database of (mostly) Leeds-based participants. The project team alsoadvertised through social media. In addition,personal contacts helped to diversify thesample. We conducted focus groups in Mayand June 2019. Consumers were asked a number ofquestions regarding environmental issuesand consumer behaviour, e.g. whether theyshop for groceries online, what they think isthe most pressing environmental issue oftoday, what they do personally to reducetheir environmental impact, and their viewson the packaging.

Therefore, the first visual offeredconsumers major environmental issuesrecognized by scholars and activists.These encompass global warming, airpollution, ocean plastic pollution,deforestation, overpopulation, speciesextinction and household and industrialwaste. The second visual encompassedpersonal actions to reduce environmentalimpact and these options included:reduce carbon footprint, avoid or reducepollution, minimise resource use (water,etc), avoid plastic, recyclability, paying foreco-friendly goods and services. Finally,the third visual provided logos forrecycling and handling waste andconsumers were asked whether theyknow what each one means and whetherthey use them when handling packagingand waste.

Three visuals (figure 1) were used to offerpoints of discussion to consumers andavoid issues with group behaviour whereone consumer says something and manyothers follow, sometimes simply becausethey cannot remember any other answer.

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As some groups had five consumers andsome six, and as not all groups are the same,there was a time constraint and thus not allconsumers managed to answer the questionof online shopping and recognition of logos.We made this decision to enable an in-depthunderstanding of recognition ofenvironmental issues and personal action onthe environment, all seen as most relevantfor companies to decide on their sustainablepolicies and public relations efforts whenpromoting those policies. We present theresults below according to each group toenable an in-depth understanding ofgenerational views. 

Each group presentation includes asummary of each group’s views. We haveincluded plenty of direct quotes from ourparticipants to provide an accuratedepiction of the way that manyconsumers are likely to view the issuesdiscussed. In many cases, it shows thestruggle people experience in wanting toachieve environmental objectives whenshopping but feeling constrained by time,money or lack of choice.

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Research Findings Per Demographic Group

Online shoppingBoth the working and middle classGeneration X and Baby Boomer groupsdemonstrated a mixture of perspectives ononline shopping. Some participants statedthey did online shopping when it was firstintroduced because they saw it as anadvantage but were disappointed because ofmissing or replaced products. Therefore,some found it “more time-consuming buyingit online rather than actually going into theshop myself and buying it myself” (Lucy).Others stated that they like online shoppingfor its convenience, particularly in regards tothe bulky and heavy goods but prefer to shopin person for fresh produce, which helpsthem manage shopping better (Amrit).Alternatively, they found it helpful,particularly for larger shopping missions attimes when they did not have a car (Wendy).However, some consumers stated they nevershop online for groceries because they enjoygoing to the supermarket:

“I tend to do a big shop, but I am a visualperson, so I do not know what I want until Isee it. So, for me, having to search and scroll,I just prefer to have everything in front of me,so I quite enjoy going to the supermarket…”(Cat). “I sometimes do it, because it’s convenient(…) but I don’t do it all the time because Ienjoy the experience of picking my own fruitand veg, and being able to look at the offers,just visual and tangible…” (Janine)

Another participant focused on aspects ofthe experience of shopping in stores that arelacking when shopping online:

“They don’t seem to have the produce thatyou want, they don’t seem to have therange, the deals don’t seem to be there. There’s no big yellow sticker saying “3 for 2”,all these things seem missing. There’s nomusic being piped in which is making yourexperience… (Christian)

Importance of environmentalissuesIn response to the visual on environmentalissues, participants in the oldest groups hadvaried views in which was most important. Oneconsumer immediately answered that oceanplastic was most important, adding littering asthe second major issue. This consumerrecognised the importance of publicawareness about the problem, which is notalways the case,

“Ocean plastic for me (…) I remember havinglittering chats at school. We used to have tomake no littering posters when I was atschool thirty years ago, so I do not think it isas relevant and as current as ocean plasticpollution, which seems to be very relevant atthe moment and very much a topicalsubject at the moment…” (Amrit).

However, global warming and plastic were anissue for other consumers, who stated thatglobal warming has a dramatic effect onpeople and species. Consumers alsorecognised that individuals have the power todo something, and they expressed irritationwith the amount of plastic in supermarkets,

“… it is within our capabilities as a speciesto do something about it. So, I am notcompletely pessimistic." (Dan) “I went to the supermarket this morningto get some bits for our breakfast andeverything was just in a plastic containerand I was just feeling wretched” (Wendy)

Generation X and Older

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“I think I’d pick ‘Household and industrialwaste’.  And the reason for that is becauseit feels tangible, it’s closer to me… (Janine). “When I had my first child I would justbuy, buy, buy.  Clothes, food, and whenwe’ve looked back at how much we’vespent in the past and how much we’vegiven away to charity or got rid of or justthrown away, yes, that does make me feela bit sick really. So that’s the closest tohome… (Tracey)

However, consumers also recognise thatthe pressure is on people to make adifference whereas they do not perceivethat businesses are not doing enough.

“There seems to be pressure on us atthe bottom, doesn’t there, to change? But there seems to be no will for it atthe top" (Christian). “Because I’m sort of thinking my walkto work is not going to… Well America’snot going to buy into the agenda, orwhatever; it’s not going to make amassive difference, but I do it.  And thesame with the household andindustrial waste, I think more aboutthat.  And because ocean plastic is so inthe news at the moment, I think that’sa bit of a difficult thing in my head, butI’m sort of saying, “Well I’m doing this,but look at all the cars driving intowork” (Jenny).

Consumers in the working class Generation Xand older group mentioned global warming,overpopulation, food waste and ocean plasticpollution as the main environmental problemsin the present. For example, Sid stated thatglobal warming is a problem because “if wecarry on as we are, there’ll be none of us left.  Sowe’ve got to cut that out”. Those that statedoverpopulation justified this by saying thatevery other issue is related to it (Christian) andthose who mentioned food waste did sobecause food waste is something thateveryone can tackle,

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Personal action on environmental issuesChoice of energy provider was the mostcommon way that the Generation X and BabyBoomer group took personal action onenvironmental issues. For example, consumers inthe middle class group stated they switchedenergy provider to a more environmentallyfriendly energy provider such as Bulb, not only toreduce their environmental impact:

“I actually did not know it was a better energyprovider in that respect, but it was cheaper aswell than N-Power and that was mymotivator. But it is also better, more eco-friendly, I believe” (Lucy).

Amrit emphasized problems with recyclingcomparing the UK with the rest of the worldand arguing that other countries have morerecycling bins available,

We seem so far behind in that respect.So, the bins, for example, the litter binson the high streets are quite basic,whereas if you go abroad, you have gotthis bit for this, you have got about fivesections to put your waste in, whereashere, it is about two…” (Amrit)

In echoing this view, other consumersemphasized the importance of education:

“Yeah, I just think more needs to bedone maybe for the other generations…just to educate people of the simplethings they can do and find an outlet toget the message over (…) I think the bigthing is that people recycle but thereare so many other things that peopleare not doing … they would be able to fitinto their everyday lives and people arejust not aware. They do not know” (Cat)

Wendy added that she also recycleswhenever possible and saves on water andequipment and goods, and she uses publictransport,

“If something is in a plastic bottle againsta glass bottle, I will go for that because Ithink it is better to do that … I have got awhole range of reusable bags that I takewith me. If I could afford it, I would pay foreco-friendly goods, but unfortunately, it isnot something that I can do and it wouldbe great to afford solar panels, but again,not something that I can. I do not wastefood, so I recycle clothes, make stuff, so Iuse public transport every day. I do have acar, but I do not drive it on a dailycommute basis…”

Some consumers, however, stated that theydo not believe in eco-friendly goods andservices because it costs a lot and they feellike someone is making money off them,

“… I mean the ‘Eco-friends goods andservices’; I’m still not completely sold on thatbecause I think there’s a lot of peoplemaking money out of that, and aren’tactually that eco-friendly, and often againbecause of budgets and less money, youtend to go, “Well it would be lovely to buythe eco-friendly bread – or whatever it is –but it’s three times the price,” and whenyou’ve got a family of four you can’t afford it. But the other stuff, yes, I definitely try and doeverything.  I cycle to work so I don’t use acar to come into work…” (Stuart) 

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Packaging

When asked about the importance of eco-friendly packaging, the consumers in theoldest groups responded that there aresupermarkets where they do not likeshopping because they perceive them asirresponsible when it comes to plastic.However, they recognized Morrisons as asupermarket that makes more effort,

“I try very hard not to shop Aldi, Lidl,Asda because they have pretty muchreduced the number of open fruit andveg, everything is in plastic, so I tend togo more for Morrison’s, which I do thinkdoes try more than any of the others toprovide you with a choice and they havealso stopped using plastic bags for fruitand veg; they use paper bags. So, I do if Ihave to, but it drives me crazy when I gointo these places, considering what weare all going through at the moment.Everything is wrapped in plastic…”(Wendy)

One consumer said that cost is a factorthat influences shopping decisions asmore environmentally friendly producetends to be more expensive. She expressedcriticism of supermarkets for not doingenough to influence changes:

“It is like gluten-free food. That is allexpensive because that is not the normand anything that is not the norm is justso expensive. I do think supermarketshave such a big responsibility, such abig responsibility” (Cat)

Other consumers describedthe difficulty of avoidingplastic and recognised theneed to educate peoplemore about the issue:

“I would if I could; Ifind it difficult. Because nothing’snot wrapped inplastic, is it?  Even ifyou go to the loosefruit and veg it’sgenerally a plasticbag that you get toput it in” (Christian)

“I think it’s educating people.  Thesupermarkets have gone far too muchdown the road of ‘everything’s got tolook perfect’, and I think people thenget that mindset that your fruit’s gotto be perfect, your veg has got to beperfect otherwise it’ll spoil, and peopleactually think that’s what it is.  So it’s abit of re-education there that actuallyit doesn’t really matter…” (Stuart).

In addition, some consumers recognise thedifficulty of being more environmentallyconscious when shopping for a family andthus see environmentalism as a singleperson’s issue,

“I think if you’re single you can shoplocally, take your own plastic bag, getthe loose fruit and veg put in, go to thefish shop and just get that wrapped;that’s one way of avoiding it.  But Irecognise that when I had a family withme there’s no way I would have had thetime to do that…” (Jenny)

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In addition, consumers felt that there is aproblem with bin collection because someitems require washing before they can berecycled and this leads to the issue of usingmore washing-up liquid which is alsodamaging for the environment. There was alsoscepticism about businesses’ approachessustainable packaging:

Consumers also stated that they do not look atrecycling logos when purchasing products,thus stating that their purchase decisions arenot influenced by environmental concerns.They also reported a lack of recognition andunderstanding of logos:

“I think the big business is scaremongeringand going, “Well if we made everythingrecyclable it would cost loads more to buy it,so, therefore, we’re keeping the prices downfor you.” And it’s actually, “No, you’re keepingthe prices down to make more profit.”  Andactually, if everything was recyclable andeveryone bought the same thing the pricesmight come down anyway because everyonewould be using the same products” (Stuart) “The coca-cola lids, “Oh look at what we’vedone, we’ve reduced the plastic to save theenvironment.”  No you haven’t, you’ve saved2p a lid which is worth millions of pounds to abig company like you” (Christian)

“I recognise some of them but it doesn’tinfluence my decision.  And I try and recycle,and I try to encourage my family to recycle,but it’s not something that I check” (Janine) “It’s not something I check when I buy, butwhen we throw the stuff away we do check,mainly because it’s really frustrating – I thinkthe point I made before – that some thingsaren’t recyclable.  Because you think, “Whyis that not recyclable?” (Stuart)

Some consumers also expressed frustrationwith buying products that look like cardboardbut appears to be plastic once they open it, andthey also mentioned that they read logos andlabels after the purchase and sometimes it istoo late. In addition, some consumers statedthat a traffic light system would be good if itwas on products alerting consumers that thepackaging is not recyclable at all. They alsonoted the difficulty of dealing with ‘checklocally’ logos because of local councils havingdifferent collection policies.

Generation X - SummaryConsumers in the Generation X and older group preferred to shop in person, and those who shop forgroceries online did so out of convenience, which is related to bulky items, lack of transport andhaving to manage time. Those consumers preferring not to shop online mentioned the tradition anddiscounts available in store. When it comes to environmental issues, middle class consumers recognized littering and oceanplastic pollution but also linked global warming with all other issues such as pollution and speciesextinction. The working class consumers of this generation saw global warming, ocean pollution,overpopulation and food waste as the most relevant problems of today. On personal actions, consumers mostly engaged with recycling, but indicated a need for moreknowledge on how to recycle. Some also try to walk as much as possible and use public transportwhile some consumers had become aware of the environmental impact of their food consumption. There was criticism of supermarkets for not doing enough to reduce plastic and help consumersreduce environmental impact. Consumers found it difficult to avoid plastic and buy more sustainablepackaging. There was a feeling that the pressure to do something about the environment is onpeople rather than big businesses. Finally, Generation X and Baby Boomers did not recognise all logosand tended to read them after the purchase, thus admitting that environmentalism might notinfluence the purchase decision.

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Online shopping

Generation Y/ Millennials

The millennials group described mixedfeelings and tendencies toward online groceryshopping.  For example, Sarah stated she triedonline shopping “Once just to see how it went”and saw it more as:

“A time management thing. I thought itcould save time in future if we do itbecause you save your shop, don't you? Ifyou don't have time, you can just buyagain what you bought last time. So Ithink that's why we tried it, but I've onlydone it once. Prior to that, we were justgoing to the shop when we needed to”.

Others said that they shop online for groceriesoccasionally,

“it tends to be non-perishable heavy itemsbecause we live in an apartment and Idon't have a car.” (Katie) “Just to top up, but also I sometimes orderstuff from Amazon now, because you canget it on the day if you have forgotten it.But that's the only time I've ever boughtgroceries online”. (Liam)

The reason for not shopping online seems tobe about the routine of going to supermarketsand because shopping online for groceriesdoes not always feel right. There appeared tobe an attitude towards online grocery thatwas distinct from other kinds of onlineshopping.

“I do a lot of online shopping outside ofgroceries – in fact, I do most of myshopping online – but for groceries, itdoesn't feel right” (Liam) “It just feels very wrong. I'm used togoing to the market, and actually, at themarket, I can choose how much I want,and how it looks, so I've never boughtgroceries online”. (Tadala)

Some other consumers stated that they will doa big shop online, but then if they needanything specific to make a meal in the eveningthey will go to the shop personally to get that.Within the working class millennials group,those who shopped online said they prefer itbecause they find it easier to budget or becausethey do not have a car:

“When we do it in the supermarket, we’relike, ‘Oh, that looks good, that looks good.’You kind of think that you are adding itup as you’re going around, but it’s always£20 or £30 more expensive than youcalculated it to be.” (Chris) 

Those who do not shop online say they prefergoing to the supermarket to see what they arebuying, take advantage of offers, or to providediversity in their shopping baskets.

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The most importantenvironmental issues today

There was a variety of views among millennialson environmental issues at present. Sarahstated global warming was most important,

“…because it is the overarching issue andeverything else falls within that. But I think,at the minute, it is a lot about waste, so Iguess it would be household and industrialwaste, but it falls under global warming asa whole”.

Katie's view on ocean plastic pollution wasinfluenced by the area where she grew up,where “people’s livelihood depends on peoplegoing to the beach and having the oceansclean, and seafood, so that strikes right at theheart of where I live”. However, some otherconsumers saw overpopulation as a problembecause that issue conditions all other issuesand felt that there is not that much they can dosince there are countries that do not bother,such as China,

  “I think at the moment, everybody’sgoing on about global warming, but Ihave often thought, what can I do? Mylittle bit, I know you shouldn’t think likethat, but will it really make a difference,when you’ve got countries like Chinathat don’t seem to bother at all?”(Geraldine)

Others in this group did feel that globalwarming and plastic pollution were themain issues.

“I suppose, global warming is the thingyou always think about when you’reconcerned about what is going tohappen in 100 years’ time or something.Ocean plastic pollution bothers mebecause I went and worked at a turtlehatchery, [laughing] so now I’m like, theturtles, we need to save them” (Vicky)

Personal action onenvironmental issues

Most consumers in the middle classmillennials group mentioned that they weretrying to avoid plastic. For example,

“This year, I said that I’d try not to buy aplastic bottle this year, and I'vemanaged it so far. And I think plasticstraws as well, just because of DavidAttenborough, I try not to use them…”(Sarah) “I do generally try to avoid plastic. I'mnot militant about it, but I definitelyprefer to try not to use plastic. Inormally drink out of a water bottle, ahiking water bottle…” (Liam)

Some other consumers stated they try tominimize the resources they use, water andelectricity in particular, or try to walk to mostplaces to reduce their environmental impact. Among the working class millennials,consumers again recognized that changingenergy providers as a personal action toreduce environmental impact. 

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“I looked at electric cars. The problem is,you have to spend a lot to get theelectric car. It’s the same with solarpanels, you have to spend that moneyto see the savings. You’ve got to havethe money first, to make the savingsthere. That’s something I want to do, orcycle, but then it all depends on goodcycle lanes as well…” (Joe)

Other consumers mentioned trying towalk to work, avoiding plastic and buyingdisposable products,

“I try to walk back from work every day.It’s partly to save money, but also, when Idid use to drive quite a long way, I didfeel a bit guilty about it. So, I havereduced my carbon footprint a bit (…)  Igenerally try to recycle, althoughoccasionally, if I’m tired, and something’sreally dirty, I wouldn’t bother, butgenerally, I do tend to recycle…” (Lyndsey) “

However, consumers reported somedifficulties with going green,

I think avoiding plastic is the only one I

might consciously think of. I would like

to recycle more, but I feel like

everywhere else has loads of bins where

it’s done for you. Where I live (…) we’ve

just got a skip. It’s not really an option”

(Vicky)

 

“I try to buy things that are going to last

a long time, clothes and technology. I

know technology dies, but I try to if I’m

going to buy a laptop, I will pay a few

quid more to make it last a couple of

years longer and keep it. A lot of stuff

makes economic sense as well. With a

lot of my clothes, I will go and get them

mended…” (Chris)

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Packaging

Most of the middle class millennialconsumers stated that the whole issue ofplastic is new to them and while they docare about the issue, it does notnecessarily stop them from buyinganything. For example, Sarah stated,

“I'm not making any changes to whatI'm buying yet. It's more that after I buyit, and when I get home, I'll look at thepackaging and think, actually, that'snot that great, or that is quite good.And then I do it that way, so I know fornext time, but at the minute, I'm awareof it, but I haven't made any changes”.

Katie stated that she is trying to buy morealuminium cans when she goes out duringweekends and this is because aluminium iseasier to recycle than plastic. Liamadmitted that it does not stop him frombuying a product but it is something he willconsider when making a purchase decision,

“If there were two products, and onewas aggressively packaged and not veryrecyclable, and the other one wasn't,and it was much more eco-friendly, Iwould definitely go for the eco-friendlyone. But if I didn't have the choicebetween the two, and it was just onethat was aggressively packaged, I'dprobably still buy the thing if I wanted it,rather than not buy it at all. Whichprobably isn't very good of me” (Liam).

Tadala stated, however, that she hadn’t“thought about it all. I just buy what I like”. Incontrast, Chloe thought,

“about it all the time. Everything I buy,I’ve been gradually trying to buy themore eco-friendly versions. So I'vestopped buying plastic toothbrushesand started buying bamboo ones. I'drather spend a bit more money andknow that they're not going to go intolandfill”.

The group acknowledged that more eco-friendly packaged products wouldencourage them to reduce plastic use.However, they also admitted that they do notalways know what eco-friendly packaging is.

 A lot of things have it pretty muchstamped on there if it's eco-friendlybecause it's a selling point at themoment. So if something is, I think it'squite clear. It's mainly with newproducts though. If it's with existingproducts, it’s probably not as clear. Youfeel like you have to sacrifice yourfavourite brand or whatever it is if it'snot recyclable. So not having to sacrificewhat you actually want will probablymake people buy into that more”(Sarah).

Consumers also stated that it would begood if big brands did more to encouragereducing environmental impact. Forexample, Katie directly called uponsupermarkets to do more,

“I like statistics, and I like facts andthings like that, so speaking about thefact that I’m flying, it would be cool ifMorrisons said, ‘use your Morrisons cardand we can show that you reduce yourcarbon footprint by this much by usingthis much packaging.’ I know it's notgreat, but it would make me feel a littlebit better if I could see a whole year'sworth, and it said, ‘we've been trackingyou, and you've used this much.’ Thatwould probably gamify it, usinggamification, to make you feel like, ‘I'mgoing to get extra points if I make sure Ipick this packaging. It's a little bitmoney, but it would make me feel alittle less guilty’”.

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“I like statistics, and I like facts andthings like that, so speaking about thefact that I’m flying, it would be cool ifMorrisons said, ‘use your Morrisons cardand we can show that you reduce yourcarbon footprint by this much by usingthis much packaging.’ I know it's notgreat, but it would make me feel a littlebit better if I could see a whole year'sworth, and it said, ‘we've been trackingyou, and you've used this much.’ Thatwould probably gamify it, usinggamification, to make you feel like, ‘I'mgoing to get extra points if I make sure Ipick this packaging. It's a little bitmoney, but it would make me feel alittle less guilty’”.

Some mentioned examples of badenvironmental policy management whileothers called for reputation damage onsocial media,

Some mentioned examples of badenvironmental policy management whileothers called for reputation damage onsocial media,

“Aldi have all these signs up in the shopsabout how sustainable they are in termsof energy, but they're the worstsupermarkets in terms of packaging.They seem to be hypocritical. They'retrying to get on the bandwagon, butdoing as little as possible” (Chloe).

“In the social media world, you have to waitfor someone to shame them, and thenthey will change (…) Once somebodymakes a big deal of it, then they say, ‘okay,we’ll change it.’ If nobody says anything,they're not going to do anything” (Katie).

When asked about packaging logos,consumers said that they do not use logoswhen buying but were more likely to whendisposing of packaging. However, they alsostate they do not recognise all of the logos orfully understand what they mean. Thisparticularly applies to logos on compostableitems. One saw PET as a negative logo but wasnot sure what it meant and thus was not surehow to use it. When it comes to understandinglogos, consumers stated that recycling logosare easy to understand but interestingly someconsumers stated they paid more attentionwhen they lived abroad because they werebeing refunded for returning and recyclingitems,

“I looked at them more when I lived in theStates because you get money forrecycling things in the States. So I wouldlook on it to see how much... If it had a dutyof tax paid on it, I would think, that's fivecents, I'll put that in the thing ... I've neverunderstood why that isn't done herebecause it meant that there are never cansor bottles on the side of the road becauseit's literally money on the side of the roads”(Katie).

The main reason for not understanding logos

and rules around recycling lies in the lack of

information. Some in this group reported that

the information from local councils is not

detailed enough, which then requires online

searches to understand rules about recycling.

 

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“You don’t have that time to startexamining all the labels, necessarily. But ifsomething was a few pence moreexpensive and it was eco-friendly, I wouldbuy it. If it was significantly moreexpensive, I would probably stick with thesame thing” (Lyndsey).

Some in this group also blamed bigcompanies for not doing enough to helpthe environmental cause, but they alsorecognise they tend to notice more insome situations than others.

“…You don’t walk around the supermarketblown away with how eco-friendlyeverything is” (Vicky).

This group also mentioned that they do notalways recognize logos and understand theirmeaning. In some cases, they thought that thelogo means the item is recyclable but thenlater they discover it is not. Some also statedthey would prefer to have a written instructionrather than a logo because that would beclearer and some reported confusion withdifferent councils having different rules. Inaddition, some consumers mentioned thatcouncils do not send enough information andclarification on what that particular council iswilling to recycle.

Working class millennials mentioned the priceof eco-friendly products as well as the fact theyreturn home and then realize the packaging isnot recyclable, thus again emphasizing buyingfirst and then thinking environmentallysecond,

“If something is cheaper than somethingelse, a lot of people will go for that. Thatdetermines a lot” (Geraldine)

Generation Y/ Millennials - SummaryMillennials expressed mixed feelings about online grocery shopping. Some engage with thatactivity for top-up shopping and for convenience (e.g. for non-perishable items) or becausethey do not have a car but the majority seemed to agree that they enjoy going tosupermarkets in person. Millennials recognized global warming, ocean pollution and overpopulation as the mostpressing issues of today. However, they expressed a sense of powerlessness, saying they donot know how much they can contribute. Personal actions included trying to recycle, reduceplastic, walk more and save on utilities. As with the Generation X and Older group, some ofthese consumers had changed energy providers. However, our groups of millennials did not always follow-up the views expressed on theenvironment with regard to packaging. While some mentioned ocean plastic pollution as apressing issue and said that they try to reduce plastic, when it came to packaging, it did notnecessarily influence their purchase behaviour. This was justified with the fact that thepackaging issue was new to them and they are still learning about it, thus going in line withviews from the older group, which expressed a need for more education about packagingand recycling. Several millennials also said they will buy what they like regardless of therecyclability of the product. In this group, consumers also mentioned the role of bigcompanies and the fact they do not do enough to help consumers reduce environmentalimpact.

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“This is going to sound really bad and Idon’t want it to sound bad, but myparents do my shopping for me so thatmeans that I get a food delivery everyweek. I would personally shop online aswell. Now that we have the service – likeyou say, some places don’t have theprivilege of having it – as we have it I thinkas I grow up I will use that to anadvantage. I do go to the supermarket. Iwill go to Morrison’s and do odd bitsthere… (Courtney). “My family and myself don’t tend to onlineshop for groceries because we live closeto a Tesco’s so we will pop in anyway. Ithink for convenience in the sense of if weknow we are running out of somethingthen mum will go, ‘Right, I will go to theshops,’ because it is not so far away ratherthan ordering it and then waiting in.Sometimes the waiting in and thedelivery can be a bit of a pain…” (Rebecca).

Others suggested that online shopping makesit too easy to overspend,

Generation Z

Generation Z consumers in the middle classgroup tended to shop online more than theother groups, although this is often due to thecontinuing influence of their parents ratherthan a preference towards online shopping.For example,

Online shopping

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“A lot of the time I do my food shop atAldi, which doesn’t do online shopping soI can’t. (…) It is convenient, but I feel like if Idid that I would end up spending loads ofmoney because I would be scrollingthrough and going, I will have that andhave that, whereas in the shop there’scertain aisles I won’t go down. I won’t godown the snack aisle or the chocolateaisle” (Yasmin).

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All of the participants in the working classGeneration Z group said that they do notshop online, and reasons include getting asense of a product, especially perishableones, and not seeing shopping in store as aninconvenience,

“I do not feel the need to do my shoponline. I am sure it would be fine if I diddo it online, but I just like going to store.Sometimes you can walk around andpick up things that you do not reallyneed, whereas I feel like if I did do itonline, I would not be as likely to dothat.” (Caitlin)

Others stated that groceries are the onlything they would not buy online, or statedfirmly that they will always shop in store andnever shop online because they have a carand all supermarkets are close by and thusthere is no reason to shop online.

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Those in the working class Generation Z groupmentioned a variety of issues we face today butthe majority agreed that air pollution is a majorissue. For example, Jay stated that this camefrom a personal experience of trying to cycle towork where he is becoming even more awareto what extent cars pollute the environment.Bilal also agreed with this view and addedlittering, and emphasized that this issomething he can associate with and on whicheach individual can act. Other consumersagreed with this view,

“I think mine would be littering and airpollution. It is the two things that arecommonly talked about and we canassociate ourselves with and something thatwe can possibly change. I think globalwarming just seems a bit too big, a bit toolarge for a common person to have animpact on, whereas littering is somethingthat each individual can change and airpollution is something that each individualcan change…” (Bilal).

 However, some consumers also mention thesense of despair because they are not surewhat they can do personally about theproblem even if they are aware of it andconcerned about it. Haikah, however, thoughtthat all issues are interrelated but the mostpressing one at the moment would bespecies extinction because so many speciesare dying out.

Personal action onenvironmental issues

Relating to personal actions, someGeneration Z participants expressed strongviews about recycling saying it is hard to goplastic free, and expressed criticism of bigsupermarkets, such as Tesco, for not doingenough,

“Imagine how much plastic is in Tescoright now. I think it is the organisationsthat should need to do something forus to do anything. Fair enough, thepubs aren’t serving plastic straws anymore, which is great and we are notdrinking them, we are buying our metalstraws, but there is still that big 80-90per cent chunk of your life that youhave to have the plastic because if not,how can you buy the item?” (Rebecca).

Participants stated they always recycle,cycle, and do what they can but they alsofeel manufacturers have a responsibility toreduce the plastic they use in products,

“I think a lot more pressure should beput on manufacturers about plastic aswell... but it seems like a lot of the onusis on people to make sure that they dotheir bit and they are being good tosociety and recycling and things likethat. [Manufacturers] need to practicewhat they preach” (Sarah).

“I think that global warming is a massiveissue, but like you pointed out, we havebeen learning about it. I remember inprimary education having to do A3posters about global warming. I believein it. I do think it is a thing. I am not like aTrump that is like, ‘That doesn’t evenexist’” (Rebecca).

Participants in the middle class GenerationZ group mostly selected global warming asthe most pressing issue, linking the issuewith species extinction, which they alsolinked to plastic in oceans. Some consumersstated it is appalling that the world is notdoing enough about it, however,interestingly this group mentions they havelearnt about the issue in schools,

Importance ofenvironmental issues

Those in the working class Generation Z groupmentioned a variety of issues we face today butthe majority agreed that air pollution is a majorissue. For example, Jay stated that this camefrom a personal experience of trying to cycle towork where he is becoming even more awareto what extent cars pollute the environment.Bilal also agreed with this view and addedlittering, and emphasized that this issomething he can associate with and on whicheach individual can act. Other consumersagreed with this view,

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P A G E 3 2

“I think mine would be littering and airpollution. It is the two things that arecommonly talked about and we canassociate ourselves with and somethingthat we can possibly change. I thinkglobal warming just seems a bit too big, abit too large for a common person tohave an impact on, whereas littering issomething that each individual canchange and air pollution is somethingthat each individual can change…” (Bilal).

 However, some consumers also mention thesense of despair because they are not surewhat they can do personally about theproblem even if they are aware of it andconcerned about it. Haikah, however, thoughtthat all issues are interrelated but the mostpressing one at the moment would bespecies extinction because so many speciesare dying out.

Personal action onenvironmental issues

Relating to personal actions, someGeneration Z participants expressed strongviews about recycling saying it is hard to goplastic free, and expressed criticism of bigsupermarkets, such as Tesco, for not doingenough,

“Imagine how much plastic is in Tescoright now. I think it is the organisationsthat should need to do something forus to do anything. Fair enough, thepubs aren’t serving plastic straws anymore, which is great and we are notdrinking them, we are buying our metalstraws, but there is still that big 80-90per cent chunk of your life that youhave to have the plastic because if not,how can you buy the item?” (Rebecca).

Participants stated they always recycle,cycle, and do what they can but they alsofeel manufacturers have a responsibility toreduce the plastic they use in products,

“I think a lot more pressure should beput on manufacturers about plastic aswell... but it seems like a lot of the onusis on people to make sure that they dotheir bit and they are being good tosociety and recycling and things likethat. [Manufacturers] need to practicewhat they preach” (Sarah).

Packaging

When asked if they consider packagingwhen shopping, some of the middle classGeneration Z group said that they do try tobuy from more sustainable producers butthey also recognize this is not always easy.In other words, some consumers felt that itis not easy to avoid plastic because it iseverywhere. Other said that they favourconvenience because of parentingresponsibilities,

“I use shampoo and conditioner andbody wash from a company calledLush, who have got a big mantra aboutanimal cruelty and against that, butthey have started doing non-plasticpackaging (…) I did think about thatand I liked that, so I have bought that,but then at the same time if I needsome shaving razors and they are inthe most incredible crazy packagingbecause it is a razor, I am going to buythem because I need them. That is myother point. If I need that product andthat is the way that product ispackaged across the board, I am goingto buy it regardless of my own mantra,which is why I felt like it falls on thebrand before the person because youcan only buy what is available”(Rebecca)

Before I became a mum I was a rightlittle activist (…)  Now I am all about theconvenience. I will do whatever isclosest.” (Yasmin).

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“… when I am buying groceries, I do tryto buy loose products instead of thosethat are pre-packaged using plastic orseals because first of all, those productsare more fresh compared to thosepackaged goods. … it is not somethingthat I do very frequently because I havecheaper and more easily availableoptions than eco-friendly goods as well”(Haikah). “I would definitely say it is to do withthe price. That would be the reason Iwould not be picking the eco-friendlyoption and I feel that is the only reasonfor me personally as a student ... Icannot afford to buy all eco-friendlypackaged products as opposed tothose that are available to me. I wouldlike to if they were less expensive.”(Caitlin)

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Some in the working class Generation Zgroup noted that eco-friendly productstend to be more expensive, which is often areason why they buy products that usemore plastic,

Some said they had noticed recyclinginformation and logos at home after theyhave already purchased a product. In addition,they recognise only recycling logos but do notalways use them,

“I would say that in store, I probablywould not actively look for symbols, butdefinitely once I have finished with thepackaging, I think I look and see wherecan this go? What bin do I have to putthis in? Where does it go? But yeah, notin store” (Caitlin) 

There was also a recognition of a need formore education on how to recycle and whatcan and cannot be recycled along with thefundamental role of local councils in providingthe service and the information,

“I should probably be more educatedon what they mean because even that…[points to one of the logos on the thirdvisual]… I just probably would have nowgone home and googled that because Ido not know what that means.” (Caitlin)

Generation Z - SummaryGeneration Z consumers said that they do not shop online, except for those whoseparents buy groceries for them. Most of these consumers stated that they do not shoponline and the main reason mentioned is the tangible feeling of seeing and touchingthe product. Global warming and air pollution were the most pressing environmentalissues cited by Generation Z, although species extinction and ocean pollution were alsoimportant to this group. They also expressed the feeling of powerlessness and inabilityto change regardless of the level of personal involvement.

Generation Z also expressed negative views of supermarkets and big business, saying theyare not doing enough to reduce plastic and help consumers be more environmental. Theydid report trying to buy eco-friendly packaging but said this is not always easy sincesupermarkets are full of plastic. This generation is engaged pro-environmental activitiesbut also said that they buy products with plastic because of the difference in price. Similarto other groups, consumers in this group also tend to notice logos once they are at home,and thus after they have purchased the product. Consumers in this group recognize theneed for more education about recycling and waste collection.

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In addition to the six generational working-and middle class groups, we also conductedtwo focus groups with mixed generationalworking and middle class women, focusingparticularly on environmental issues andpackaging. Many of their comments andresponses reflected the other groups.

Some of the mixed group saw globalwarming and air pollution as umbrella issuesthat cover all others. However, they alsoraised the issue of ocean plastic pollution. Asense of personal responsibility and the ideathat any individual action can make animpact was also prominent:

Importance ofenvironmental issues

“I think if one person did one little thinglike I’ve just gone vegetarian and I recycle,and if somebody just does whatever it is,just recycling, then I think we could makea big impact” (Nicky) “It’s down to us, isn’t it?” (Dena)

Mixed Generation Groups

One consumer also spoke about emotionalaspect of pollution thus revealing that someconsumers taker environmental issues toheart:

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“That ocean plastic pollution, it just breaksyour heart.  And when you see a fish or adolphin or something that’s just chokedon plastic, it’s just… And I hate littering.  Iwill actually stop somebody in the street ifthey drop something.  And I will shamethem; rather than telling them to pick itup, I will shame them…” (Jane)

One participant said that there is nothing shecan do about overpopulation and that it is ageneral problem. Another felt disheartenedand emotional but also powerless aboutocean plastic pollution and species extinctionthat comes as a result,

“I find a couple of these stand out more tome, and it’s because it’s emotive.  And it’socean plastic pollution, and it’s speciesextinction.  And then I feel a bit ashamedbecause I recognise that that provokesmore of a response in me; that’s almostsuch a generic expression now.  Again, Ican’t do anything about that…” (Frances)

Household and industrial waste was raised inconnection with bin collection problems andthe lack of ability to recycle everything. It wasalso seen as an area where individuals canmake a difference. Consumers also revealedthat they did not know until recently whatkind of impact they can make,

However, some consumers also mentionedglobal warming as a pressing issue sayingthey feared for what it will be like for theirchildren.  Overpopulation and speciesextinction were also recognised as having ageneral impact and affecting all other speciesand environmental events,

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Personal action onenvironmental issues

When it came to personal actions, there wasa debate in the mixed groups centred onsupermarkets and what they could do to helpthe environment, as well as personalresponsibility in not shopping insupermarkets that do not engage withreducing plastic, thus effectively advocating aboycott of organisations not perceived asenvironmentally conscious,

“It has to start from the individual. Because at the end of the day, thesupermarkets put the greengrocers out ofbusiness, the little ones. so we can’tchange them, we can’t change politics, wecan’t change anything.  But what we cando is change ourselves.  So, if you’re nothappy with all the plastic in Marks andSpencer, don’t shop there; try and shopsomewhere else” (Dena)

Consumers recognised Morrisons and Waitroseas supermarkets trying to make an impact onpaper bags and reusable food containersrespectively. One M&S customer expressedfrustration in her chosen supermarket:

“I shop at Marks, and only because I live onmy own, so I can do that.  And there is somuch plastic, they use so much plastic,and I am so aware of all the plastic thatMarks and Spencer use.  It annoys me, itreally, really annoys me” (Jane)

Other personal actions mentioned in themixed group include water saving at homewith water meters, which had the benefit offinancial savings, and avoiding plastic withreusable water bottles. Other participants whorecycled and avoided plastic observed thattheir bins were not getting emptied oftenenough.

Some in the group then said they do not haveall bins, and suggested there is a ”postcodelottery” and that the problem with full bins isthat it prevents consumers from using themproperly. Some also expressed concerns aboutnot knowing how to recycle and suggestedthat as a society we need more education onhow to recycle and which bins to use,

Packaging

When asked about shopping for eco-friendlypackaging, participants in the mixedgeneration group stated they would buy eco-friendly packaging and that they are morewilling to give it a try now than before,

“I think about it when I’m shopping,because like I say, I can’t believe how muchplastic there is about.  And I knowMorrison’s have started with these paperbags, but then they’ve got all the productsin plastic.  So yes, I would definitely buysomething that’s more eco-friendly” (Nicky) “Yes, I think I would now, I’d be a bit more,“Give it a try.”  But I am noticing when I’mchucking stuff away, probably more thanwhen I’m buying it in” (Francis)

Others expressed dissatisfaction with thepossibility of having to pay more for eco-packaging and openly stated they wouldfrequently go for cheaper packaging,

“That will not be justified … you arepaying for the packaging, so I am nothaving Iceland turn around and say tome, ‘Oh, new fact. Turn up with yourwooden crate and you can pay 5p morefor the privilege.’ I do not think so” (Jane) 

Finally, one participant was critical of theidea of paying more,

“I think if I was in a better financialposition … then I would think about it,but it is whatever is the cheapest and itsounds awful really” (Ruth)

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Mixed Generation Groups - SummaryThe mixed group of consumers saw global warming and air pollution as the most pressingenvironmental issues, from which all other issues emerge. However, there was also a view thathousehold and industrial waste were more personally relevant issues. This led to discussion ofbin collections, the lack of recyclable bins for all waste and the idea that there is a so-calledpostcode lottery where some areas are more privileged compared with others.  The personal actions of the mixed group reflected those of the other groups, includingrecycling, saving on utility bills and reducing plastic. They echoed the need for education withthe view that many consumers do not know how to recycle, what is recyclable and what is not.There was also dissatisfaction that eco-friendly packaging is more expensive, andacknowledgement that this is the reason why they buy cheaper products even though theywould like to buy eco-friendly and reduce environmental impact. The feeling of individual responsibility conflicted with feelings of powerlessness, especiallyrelating to ocean pollution. There was criticism of supermarkets not doing enough to reduceplastic calls for avoiding shopping in supermarkets that seen as irresponsible. Although somewere willing to pay more for eco-packaging, some also admitted that even though plastic policyin their favourite supermarket bothers them, they still shop there.

Focus Groups - SummaryThe findings present a range of views, however, differences between classes or generationsappeared to be small. Differences seemed to be more on an individual level but also related tothe availability of services. For example, some consumers debated the postcode lottery andstated they do not get all bins to recycle effectively in contrast to areas with wealthier residentswhere bins are allegedly more readily available. What seems to run across the majority of groups is a sense that too much responsibility is beingplaced on consumers. Many of our participants felt that manufacturers and especiallysupermarkets are not doing enough to tackle packaging and reduce plastic. These views arepresent in nearly all the groups. Interestingly, in many groups (both the middle class andworking class and in different generations), consumers recognized Bulb energy company as asustainable service provider changed to that service as part of their personal action on theprotection of the environment. The sustainable policies of supermarkets – even though considerable – were not recognized,with the exception of Morrisons, which was mentioned in several groups as an organization thatis trying to do something with introduction of paper bags and selling fresh produce unwrappedin plastic. What is also relevant is that views on packaging are similar among all groups wherethe vast majority expressed a lack of knowledge and education about recycling and the use ofbins. In this, the majority blamed local councils and stated that more knowledge is needed onthis matter. What is particularly interesting is the similarity views on online shopping for groceries where allgroups reported a preference to physically go to the supermarket rather than shop online. Thisis a particularly interesting finding for Generation Z, perceived as a digital generation andpredictions of a complete shift to online shopping. However, when we look at these eight focusgroups, there seems to be a generational consensus that supermarkets will survive withoutgoing online so long as they provide value for money and produce that consumers want.

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Meeting the packaging brief for any kind of grocery product is already complex anddemanding. Choosing materials, formats and functionality features while ensuring anattractive design and minimising environmental impact is difficult enough without thentaking into account the actions of consumers as part of a pack’s environmental credentials.The research reported here demonstrates that a complete environmental assessment wouldinclude an understanding of consumer behaviour in terms of the food waste implications ofpackaging design. Similarly, consumer acceptance of packaging marketed as moreenvironmentally friendly is an important aspect of the success or failure of that product. Priorenvironmental knowledge and concern, along with experience of using such products is vitalto the uptake of such products. This has implications for marketing and the design ofpackaging as the visual ecology of a product is just as important as consumer goals andpreferences. Further complexity comes from the different interpretations of corporateresponsibility claims and their congruence with overall brand image. Retailers and marketers must consider these factors within context of differences betweencountries, cultures and market segment. Generational research provides that kind of contextas it helps us to compare generational attitudes and behaviours and observe emergentpatterns brought about social and technological developments. While care in theinterpretation of generational claims is necessary, observing consumers in this way helps toidentify potential growth in demand for particular types of product. Our review of existing knowledge about Generation Z – a cohort still to move fully intoadulthood – noted that its main distinguishing feature is actually its diversity. It is not easy tosum up this generation in a few simple statements. This group has diverse interests and hasgrown up in a time that has encouraged them to carve a separate identity.  Being different is atrend and this could lead to a growth in hyper-personalisation – the demand for products thatare just for the individual. Furthermore, their interests are likely to change often and they wantbusinesses to help them market themselves. This generation also seems to be more cautiouswith money, shifting somewhat from possessions as a status symbol but also expecting a highstandard of experience when they do go shopping. They want brands to offer interactivity andto be flexible in the products they offer. The report has also noted a greater awareness and open-mindedness among Generation Z onworld issues that, along with an apparent breakdown of trust in institutions, promises moreactivism and higher expectations of companies to act responsibly with regard to theenvironment. The amount of environmental concern among this cohort may not be anygreater than it is for other generations but there does seem to be a passionate pro-environmental element among them that demands more from businesses. However, it is stillunclear whether this stronger desire for environmentally friendly shopping will translate intobehaviour change. Research into millennials suggests that cost is still more important thansaving the planet and the financial constraints they live is likely to make this equally true forGeneration Z. However, should they retain that desire for a better future, their expectations ofbusinesses will be backed up by spending power as they become more financiallyindependent. Our own recent research into consumer attitudes to environmental issues aimed to identifydifferences between generations in terms of their preferences and behaviours. However, therewere few clear differences found and several recurring themes in the focus groups. The mostnotable difference was the desire among Generation Z to be responsible shoppers wasconstrained by affordability and the fact that they were not yet fully independent from theirparents’ shopping choices. This is a reminder that some generational differences have more todo with current age than the effect of the time when each generation grew up.

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Report Summary

The common themes among our consumers included a developing awareness of a range ofenvironmental issues and frustration and criticism of retailers and other businesses. While it wascommon for our respondents to state the importance of issues such as global warming andoverpopulation to all of the other environmental problems, many also noted the emotionalresponses to ocean plastic pollution and species extinction. Many reported feeling a sense ofpowerlessness to respond to these global problems. However, most of our consumers said thatthey engage in pro-environmental behaviours such as recycling, switching energy provider oravoiding using the car when possible. The discussions that took place also provided a sense thatmany are still learning about these issues as they shared knowledge of ways to reduce plastic orcut carbon emissions. However, our participants described their actions as individuals alongside their criticisms ofretailers and other big businesses for producing too much plastic and placing too muchresponsibility on the consumer. They felt that they could do little to affect global warming andplastic pollution while businesses could be doing much more. The perception that environmentalalternatives cost more may have limited their pro-environmental purchases, although they did notfeel that higher prices for such products was always justified. Finally, it is clear that consumers donot yet have environmental issues at the forefront of their minds when standing in a supermarketmaking purchase decisions. They do not look at recycling labels until they have finished using theproduct and many are still learning about what is and is not recyclable. This report has shown that consumers are an essential part of the calculation of green credentials.Environmental consumerism is becoming a social norm and the greater awareness and concernof younger generations will continue to push for green products to be an essential standard forbusiness.

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REFERENCES

   

The Retail InstituteLeeds Beckett University

Rose BowlLeeds LS1 3HB

+44(0)1138123309RetailInstitute@leedsbeckett.ac.uk