Abstract
In this research, the relationship between brand orientation-quality awareness, which is a consumer decision-making style, and environmental sensitivity, which is a sustainable consumption behavior, is discussed through the X and Z generations. The data obtained in the research, which was shaped according to the situation pattern in the perspective of qualitative research, were examined with qualitative (thematic coding) content analysis and descriptive content analysis in the MAXQDA 2020 program. According to the results of the analysis, it was observed that the participants in the X generation did not act in the style of brand-oriented-quality awareness decision-making, while it was noted that the Z generation adopted this style of action. It has been observed that the X generation is more in the background than the Z generation in environmental sensitivity behavior. It is thought that the findings regarding the relationship between brand orientation-quality awareness and environmental awareness behavior of both generations are very important.
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