Dr. Debashish (Deb) Sengupta, from the University of Portsmouth London, has made waves with two new publications exploring sustainable consumption behaviour across different cultures.
The first study, ‘Sustainable Consumption Behaviour among Generation Z in India and the United States,’ reveals how sustainability influences young people's career choices in these regions, using the Theory of Planned Behaviour to analyse cultural differences.
In his second paper, ‘Sustainable Consumption Behaviour among Bahraini Young Female Consumers,’ Dr. Sengupta examines the attitudes and motivations of Gen Z women in Bahrain toward sustainability and how it influences their consumption behaviour, using the Norm-Activation Theory.
These studies offer fresh insights into how cultural factors and contextual realities shape sustainability awareness and behaviour across the globe.
“The findings of our research show that the subjective norms and contextual realities can play a significant role in shaping Generation Z’s personal attitudes towards sustainability and have important implications for the higher education sector, companies and employers.”
Dr. Debashish Sengupta
