Inflationary Pressure: Exploring the Impact of Inflation on Gen Z’s Sustainable Consumption

Abstract: Background: Consumers of Gen Z are facing a reality of high inflation. With their unique characteristics and strong attitudes towards sustainability and environmental concern, this thesis is examining how their sustainable consumption is affected by inflation. Purpose: The purpose of this study is to examine the impact of inflation on the sustainable consumption of Generation z.  Method: A paradigm of interpretivism and abductive reasoning is used in the research and a multiple case study was conducted using semi-structured interviews.  Conclusion: Consumers of Gen Z are having a difficult time purchasing sustainable products because of inflation. Sustainable consumption has become difficult to maintain due to having less funds among Gen Z. As a result, Gen z consumers changed their consumption to less- costly and more sustainable alternative in order to adapt to the economic situation.   Despite inflation, our research has shown Gen Z consumers are still dedicated to the issue of sustainability and environment.