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Manifestations of Conscious Consumption Behavior of Young Consumers

Summary/Abstract: In the article, the author analyzes the behavior of young consumers (from Y generation) looking for an answer, if we can call them conscious consumers. The article is based on the results of the author’s qualitative research conducted via virtual ethnography and focus group interviews (7 FGIs). The collected data are confirming an increase in consumer awareness and a number of emerging consumer trends implementing the idea of ethical consumption, but these behaviors are not always the result of environmental concerns.

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