New Technologies in the Ecological Behavior of Generation Z

Abstract

The article is of a research nature. The research was conducted with the use of CAWI technique in a sample of 260 Polish consumers of Generation Z. The article presents the results, based on the authors’ own research, related to the level of engagement of Generation Z consumers in ecological behaviors. The characteristic was exhibited on the basis of various types of Generation Z consumers, based on the frequency of undertaken ecological behaviors which are distinguished in the Index of Ecological Behavior. It has been observed that self-esteem and self-perception as an ecological entity is translated into the level of engagement. Moreover, the level of engagement in ecological behaviors increases when the respondents function in an ecological environment (household, friends etc.). The research proves that members of Generation Z frequently and willingly undertake ecological behaviors which are, however, relatively infrequently supported by new technologies.