Generation Z perspectives on sustainable packaging: A single-case Study

Abstract

This study investigates how Generation Z evaluates sustainable packaging within the consumer goods sector, addressing a critical research gap in understanding how multidimensional consumer values intersect with financial commitment. A qualitative single case design was employed, utilizing face to face focus group discussions with ten undergraduate participants at St. Cecilia’s College – Cebu, Inc. Data were analyzed through systematic thematic analysis, which revealed six major themes: emerging awareness and everyday encounters, perceptions of responsibility and quality, experiences of use and practical challenges, values and social influence, evaluating credibility and willingness to pay, and future commitments and conditional adoption. Findings indicate that while sustainable packaging signals brand credibility and ethical alignment, actual willingness to pay is contingent upon authentic transparency, structural integrity, and perceived product quality. The study concludes that Generation Z recognizes sustainable packaging as a marker of ethical corporate conduct, yet purchasing commitment is constrained by high costs, functional trade offs, and skepticism about greenwashing. Bridging this value–action gap requires consumer goods companies to integrate sustainability with durability, affordability, and transparent eco certification, thereby transforming eco friendly intentions into consistent consumer behavior and advancing global sustainability goals.