Cost, convenience ‘major barriers' for Gen Z in adopting sustainable habits: CEPT study
Tangible messaging and financial incentives were found to be key drivers in bridging what the researchers called an 'intention-action' gap.
The study, conducted by the Faculty of Urban Management at Ahmedabad's CEPT University between January and April 2025, surveyed 911 students and young professionals from ages 18 to 25 across several states — most notably Uttar Pradesh (26.5%), Gujarat (24.5%), and Maharashtra (12.2%).
Lead researcher Vijayeta Laxmi, who completed her Master's in Urban Management at CEPT in May 2025, noted that while 83% of respondents reported high awareness of sustainability and circular economy principles through school or university education, this awareness often didn't translate into action. 'Most participants agreed that individuals share equal responsibility for climate action, but still expect the government to lead the way,' Laxmi said.
For instance, telling Gen Z that taking the bus reduces 10 kg of CO₂ emissions per trip or that reducing food waste saves 2,500 litres of water per meal proved 'far more persuasive' than abstract appeals. Cashback incentives for returning reusable containers also emerged as effective motivators.
The study shows that Gen Z prefers sustainable actions when they are affordable and easy — with cost (61.5%) and convenience (47.9%) emerging as top barriers.
'While many young individuals endorse values like recycling or reducing plastic use, actual adoption remains inconsistent,' said Prof Mercy Samuel, Senior Associate Professor at CEPT. 'Gen Z, given its digital fluency and strong social consciousness, is uniquely positioned to lead a sustainability shift, if the right interventions are in place.'
Over 62 percent of respondents were influenced by messaging focused on environmental harm, while 68.8 percent responded positively to tangible metrics. A strong 70.8 percent preferred cashback incentives for using reusables, and 81 percent said they would consider switching transport modes if financial subsidies were offered.
However, nearly 95 percent agreed individuals play an equal role in tackling climate change.
Social influence also played a significant role: 67 percent of respondents said they had changed their habits due to peer pressure or social media trends. However, there remains some skepticism (24.9 percent of respondents) toward corporate sustainability efforts, with many distrusting brands that market themselves as 'eco-friendly.'
Prof Samuel said, 'This research provides valuable insights for policymakers, educators, and marketers. By addressing Gen Z's specific cognitive and contextual barriers, targeted campaigns, urban service designs, and behavioural nudges can be developed to drive lasting change.'
The researchers, however, offered the caveat that results from an Indian urban context may not apply globally.
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