Title: A study on consumer perceptions of Gen X, Gen Y, and Gen Z towards environmental sustainable brands in Pune, India

Authors: Dhirendra Kumar; Gaganpreet K. Ahluwalia; Vidya Nakhate

Addresses: International Institute of Management Studies, 54 (1+2/1), Nere Dattawadi, Pune 411033, India ' Indira University, 85/5 A, Tathawade, Pune 411033, India ' TIMSR, Thakur Educational Campus, Thakur Village, Kandivali East, Mumbai, 400101, India

Abstract: A concern for the environment and climate change has increased amongst all stakeholders of society; be it the government, the civic society, the corporate, and the common people. There are different companies today which are largely associating their brands with sustainable practices and attributes. The researchers through this paper have tried to understand and investigate the consumer perception of sustainable brands. The research study is exploratory and analytical. The sampling design was non-probability Judgmental sampling. The researchers have surveyed 250 respondents through questionnaire in order to find their perception about sustainable brands in Pune city. The findings suggest that most of the respondents belonging to different generations prefer to have sustainable brands. To date, the researchers could find only a few research articles and other texts on the subject of study. Besides studying other demographic features, the researchers have also tried to study the association between educational qualification and preference for sustainable brands.

Keywords: environment; Generation X Y Z; sustainable brands; marketers.

DOI: 10.1504/IER.2026.151408

Interdisciplinary Environmental Review, 2026 Vol.25 No.1, pp.83 - 97

Received: 15 Jul 2023
Accepted: 23 Jul 2024
Published online: 27 Jan 2026 *

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