Sustainable Consumption Patterns of Gen Z Consumers in the Age of Quick Commerce

Abstract

The rapid growth of quick commerce (Q-commerce) has redefined the retail industry by providing ultra-fast delivery of groceries and daily needs within minutes. Despite an extremely high convenience promise to the customers, sustainability issues such as packaging waste and carbon emission as a result of frequent delivery services arise. Generation Z (Gen Z), being a digital and eco-conscious group, is one of the key consumer segments on quick commerce platforms. However, a sustainability awareness and consumption behaviour gap often exists in the convenience-dominant environment. The present study looks at sustainable consumption behaviour of Gen Z consumers on quick commerce platforms. The present study is conducted on primary data collected through structured questionnaire from 100 respondents by employing simple random sampling technique. Mean score analysis was applied to analyze the data. Findings of the present study imply that Gen Z consumers are quite conscious about environmental sustainability, however various factors such as convenience and price have a strong influence on their buying decision. The present study implies that quick commerce platforms should work on sustainable packaging and eco-friendly delivery to promote responsible consumption behaviour.