Millennials’ sustainable consumption in BiH

Abstract

This paper provides theoretical aspect of sustainable consumption practices among different countries and across generations. It includes practices which are employed by both private citizens and companies, as well as regulation and influence of governments on such behavior. We have conducted our research, in a form of a questionnaire that was previously utilized in a similar research in India and hence has been already field tested in another context. A quantitative study in Bosnia and Herzegovina was conducted from June to September 2023. A total of 212 responses of millennials were collected. Our research, investigates millennials’ sustainable consumption behavior with three constructs: environmental self-identity, social influence and psychological ownership toward environment. Results show that millennials have a strong values and opinions on sustainable consumption practices and environment preservation ranging from their practical contribution and application of sustainable consumption practices, influencing their friends and social media followers towards sustainability and disapproving opposite behavior, as well as shaping the next generations towards better and long-term environment protection and preservation.