Vijayeta Laxmi

UM4050

This project explores Generation Z's environmental attitudes and sustainable consumption patterns in urban India. It investigates the disconnect between Gen Z’s concern for environmental issues and their actual behaviors, identifying psychological, social, and structural factors influencing this gap. The study draws on survey data and theoretical models such as the Theory of Planned Behavior to analyze how values, education, social norms, and personal efficacy shape sustainable choices. Emphasis is placed on understanding how messaging, peer influence, and educational exposure can encourage consistent, informed actions among youth, contributing to a broader cultural shift toward sustainability.