Understanding Consumer Attitudes and Behaviors Towards Privacy and Sustainable Packaging: A Comparative Study of Generations X, Y, and Z

Abstract

The purpose of this dissertation is twofold. First, it aims to provide a comprehensive understanding of consumers' attitudes and behaviors towards privacy and personal data sharing which is crucial as it provides valuable insights into the evolving landscape of privacy concerns and the impact of data sharing on consumer decision making. Secondly, it examines consumers' willingness to pay more for environmentally friendly and sustainable packaging which is crucial as it sheds light on the current consumer trends and preferences towards sustainable products and the level of consumer engagement in environmentally conscious decisions. The results of an online survey with 338 participants revealed that there are statistically significant differences attitudes of different age groups towards privacy and personal data sharing/disclosure. Generation Z has a more favorable attitude towards the use of personal data, as seen in their higher mean attitudes towards exclusive products, online community participation, and promotions, discounts and deals. This contrasts with the lower mean attitude of Generation Z towards data control and transparency compared to Generation Y and Generation X. Additionally, Generation Z holds a stronger need to communicate their luxury purchases on social media. The study also examined consumers' attitudes towards sustainability and environmentally friendly packaging in the luxury brand industry. Results showed that consumers' understanding of what it means for a brand to be sustainable and their perception of the impact of packaging on the environment have a statistically significant effect on their willingness to pay more for sustainable and environmentally friendly packaging. The study also found that age plays a role in consumers' attitudes towards sustainable packaging, with Generation Z having a higher mean willingness to pay for environmentally friendly packaging compared to Generation X, but no significant differences compared to Generation Y. Additionally, Generation Z has a lower mean intention to walk away from a luxury brand if its packaging is not environmentally friendly compared to Generation X but no significant differences compared to Generation Y. Overall, this study contributes to the ongoing conversation about privacy and data sharing in the digital age and highlights the importance of considering both privacy and sustainability issues in the development of effective data privacy policies and strategies. The findings of this study have important implications for businesses, policymakers, and researchers, as they can inform the development of effective policies and strategies that take into account the concerns and motivations of consumers. Furthermore, this study makes a significant contribution to the field by providing a deeper understanding of the intersection of privacy, personal data sharing, and sustainable packaging