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As the summer shopping season kicks off, all eyes are on Gen Z—those and whose purchasing power wields significant influence over market trends.

Often lauded as the a closer look reveals a complex internal struggle: despite their strong desire for , many Gen Z consumers find themselves drawn to the allure of fast, affordable, .

This discrepancy between belief and action, known as the "," is a defining characteristic of Gen Z consumerism. While it's not unique to Gen Z, it's particularly pronounced due to their vocal environmentalism and their immersion in a hyper-consumerist digital world.

Understanding consumer behavior at a deeper level means looking past stated preferences and focusing instead on the economic, technological and cultural forces that shape real-world decisions.

The rise of the eco-conscious Gen Z consumer

There's no denying Gen Z's pronounced compared to other generations.

Raised in the era of climate crisis and , they gravitate toward brands that reflect their values. Over 75% say , and 81% are willing to pay more for eco-friendly products.

This isn't merely performative—Gen Z actively integrates sustainability into their lives. They're more likely than any other generation to before buying, often using social media to guide decisions.

More than discover sustainable products via platforms like Instagram and TikTok, fueling social movements like and supporting businesses like , a company that uses .

They're also behind the rise of the second-hand market, which is expected to hit globally by 2029. With of Gen Z—the highest rate of any age group—shopping resale, platforms like and have seen explosive growth.

Gen Z's consumer behavior is also influencing the spending habits of older generations. According to the , increased spending on sustainable brands by groups like Generation X is being driven, in part, by Gen Z's values, behaviors and expectations.

Gen Z's push for sustainable consumption is shifting the market and everyone in it.

When values clash with spending habits

, and the constant churn of have created a marketplace where sustainable intentions are easily sidelined.

Viral phenomena like —videos where social media influencers flaunt dozens of ultra-cheap outfits—spotlight the contradiction.

In the first 19 weeks of 2025 alone, Shein's app amassed over , a staggering number that underscores how affordability and instant gratification often win out over sustainability. Built on rapid production and ultra-low prices, encourages frequent, high-volume purchases—the antithesis of the "buy less, buy better" ethos that underpins sustainable consumption.

And this pattern extends far beyond fashion. The wider consumer landscape rewards speed and low cost at every turn. Gen Z came of age with one-click ordering and next-day delivery—conveniences that are now baseline expectations for shoppers. These days, , despite its high .

Meanwhile, the where they discover new eco-conscious brands are the same ones pushing that encourage over-consumption, from gadgets to clothing and lifestyle products.

Sustainability often comes with a , one many young Gen Z consumers simply can't afford. Brands like or are aspirational, but in the context of the cost-of-living crisis, fast-fashion giants like , and offer more budget-friendly options.

Navigating the 'attitude-behavior' gap

The disconnect between Gen Z's values and their consumption patterns isn't about hypocrisy. Rather, it's about navigating a system where sustainable choices are harder, more expensive and often less visible.

Gen Z's struggle shows that living sustainably in a world designed for speed, savings and social validation is an uphill battle—even for the generation most determined to make a difference.

Bridging this gap demands action on several fronts. For businesses, it means innovating to make sustainable options more . Transparency in supply chain practices and clear communication about environmental impact are also key to building trust with consumers.

For Gen Z themselves, transparency about the true cost of consumption is vital. Fostering critical thinking about marketing messages and can empower them to make choices that more consistently align with their values.

As the summer unfolds and , the choices made by Gen Z will be a significant indicator of our collective path towards a more sustainable economy. Their ideals are a powerful force for change, but translating those ideals into consistent action remains the critical challenge.

This article is republished from The Conversation under a Creative Commons license. Read the original article.