§ Assumption (hypothesis): Generation Z is changing towards generation Alpha. Generation Alpha is seen as more ”green”, sustainable and ethical. But what’s different about their shopping behaviour? §...

Shopping Behavior
Comparison Between Generation Z & Generation Alpha
Interview Formula & Plan
Plan
The interview plan and the interview have effectively focused only on aspects of sustainability in terms of the shopping pattern of both groups.
Formula
The interview is formulated on the basis of questions influencing the impact of sustainability.
Purpose
The aim of the interview was to estimate the extent and the impact of the factors that influenced the shopping behaviour of Generation Z and Alpha.
Interview Plan & Formula
The interview plan was to identify effective shopping behaviours from the perspective in terms of the relevance of the product and demographic characteristics in...