Abstract
As awareness of human-made environmental harm is increasingly acknowledged, going green is becoming more popular. Behavioral research is increasingly focused on how individuals are influenced to consume consciously and behave in environmentally sustainable ways. In this article, a comparison is made between people's perceptions of sustainable behavior and their own engagement in such activities. Generation Z students were surveyed about their perception of social norms and personal engagement across various green behaviors. The differences in perception of others' sustainable behavior and students' own engagement in sustainable activities were analyzed. The effect of gender on the students' perception and behavior was also examined. The results indicate that there are significant differences between perception and behavior in some facets of sustainability but not in others. Gender was not found to be a significant factor. The framework of the analysis as presented may be useful in social marketing, specifically in targeting sensitivities to and action for sustainable practices.
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