A Practical Exploration of Generational Perceptions of Green Marketing and Recycling

Abstract

This study explores how generational cohorts engage with green marketing in the context of recycling behavior, uncovering deep-seated skepticism, infrastructural challenges, and differing value orientations. Through a qualitative focus group involving representatives from Baby Boomers, Generation X, Millennials, and Generation Z, the research investigates the psychological, economic, and structural barriers that mediate sustainable consumer behavior. Grounded in the Theory of Planned Behavior and enriched by neurocognitive and affective perspectives, the findings highlight key generational distinctions: Generation Z expressed acute distrust towards performative sustainability claims; Millennials and Generation X exhibited cautious optimism conditioned by affordability and access; and Baby Boomers relied more on brand heritage and traditional media for sustainability validation. The study identifies systemic issues, such as inconsistent recycling infrastructure and unclear guidelines, as common frustrations across all groups. Practical, organizational, and policy recommendations are proposed, including enhanced recycling accessibility, emotionally authentic marketing strategies, and incentive-driven policy interventions. This inquiry offers actionable insights for corporations, educators, and policymakers aiming to design generationally responsive sustainability messaging that fosters long-term environmental engagement. KEYWORDS: green marketing, generational behavior, sustainability, recycling, consumer trust, environmental psychology, marketing psychology, consumer behavior, behavioral economics