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Abstract
The purpose of this quantitative research study was to understand Generation Y and Generation Z consumers’ perceived understanding and beliefs of social issues and whether based on these social issues their buying behavior differs between Generations. This study utilized a cross-sectional quantitative design and surveyed 500 consumers of retail products from Generation Y (n=250) and Generation Z (n=250) within the United States. Statistical analysis identified an important relationship between Generations Y and Z’s awareness of social issues related to the United Nations Sustainable Development Goals and how this awareness influences their buying behavior. This is a critical finding since most of the research has focused on the Environmental pillar and how it can influence purchasing behaviors. The findings of this study identified the specific Social Sustainable Development Goals that influence the buying behavior of Generations Y and Z. By better understanding what is important to consumers and what they value, a company can better define its business and marketing strategies to increase brand awareness and influence buying behavior. The recommendations and implications provided by this research study help to enhance consumer retail companies’ understanding of Generations Y and Z’s social interests and how they can drive consumer behavior.
