Academic background as an influencing factor in the Gen Y’s sustainable consumption habits

Abstract

The main goal of this paper is to understand if a different academic background can have an influence in the Millennials’ perceptions regarding sustainability and their ‘green’ consumption habits of footwear in Portugal. The research method will be through the analysis of two focus groups, one with marketing students and other with fashion students. The analysis of the focus groups allows a better understanding between the gap of what Millennials think about sustainability and how they perceive it, with their actual consumption habits regarding footwear. In order to design a solid focus group, some influencing factors were selected from the literature review and will be further subject of analysis: Consumption habit; Economic availability; Physical availability; Personal benefits; Consumer consciousness and Personal perceived importance.