Gen Z Consumers’ Perceptions of Sustainable Living: Visions for Transformation through Moderation

The ecological crisis, marked by rapid climate change and declining biodiversity, requires a reevaluation of what constitutes the “good life,” as human overexploitation of natural resources leads to environmental degradation (Amel et al., 2017; Dasgupta, 2021; Díaz et al., 2019; IPBES, 2019). Philosophical discussions like Aristotle’s notion of eudaimonia and the virtue of temperance (i.e., moderation) provide a foundation for redefining a good life and sustainable living, which emphasizes minimizing environmental impact, and our moral responsibilities toward nature and future generations (Díaz et al., 2019).

This qualitative study explores Generation Zs’ perceptions of sustainable living, focusing on the challenges they face in maintaining consumption within planetary boundaries. Integrating insights from environmental psychology, positive psychology, and transformative consumer research, the study seeks to deepen the understanding of how Gen Zs navigate the complexities of sustainable living amidst prevalent overconsumption. Data were gathered from 10 focus group discussions (n=48) in 2025 with Finnish Gen Zs, aged 18 to 30 years. The discussions elucidate Gen Zs’ understanding and interpretations of nature and biodiversity, their experiences of moderation and excess in daily life, and their aspirations for a good life and sustainable future. Thematic content analysis was employed to analyze the data. 

Preliminary findings indicate participants’ profound connection with nature, its biodiversity, and the small wonders in their natural surroundings. Nature provides peace, restoration, and meaningful experiences, supporting eudaimonic well-being and a sense of purpose. Participants conceptualize moderation through mindful consumption practices, such as reusing products, favouring second hand shopping, and prioritizing local food. A moderate lifestyle is viewed as a strategy to manage excessive consumption and balancing personal and ecological well-being. Furthermore, the pursuit of a good life is manifested through daily actions, linking individual agency to collective and structural solutions, reinforced through positive encouragement and leading by example.

This study contributes to the broader discourse on sustainability transformation by redefining a good life and sustainable living. It provides valuable insights into how younger generations perceive and implement sustainable practices, potentially informing future policies and initiatives aimed at ecological sustainability.