Haku
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Green consumerism : the buying behaviour of late millennials and gen z in the German non-alcoholic beverage industry
(2021)
The main objective was to examine which external or internal factors motivate members of the generational cohort of Late Millennials and Gen Z to participate in green buying behaviour, in the context of the German non-alcoholic ...
Navigating the future : generation Z’s choice: starting an own business or working for someone else?
(2024)
Generation Z is the next generation to enter the workforce. Therefore, it is very important to understand their way of thinking, to facilitate their cooperation with other generations. The purpose of this research is to ...
Unmasking greenwashing : an examination of Generation Z's perception of sustainable business
(2024)
This thesis aims to examine the perception Generation Z has on greenwashing, how it affects their perception of sustainable business, and whether it has an impact on their consumer behaviour. The topic was chosen based on ...


