Sustainable consumption behavior among young consumers: A gender-based perspective

The aim of this thesis study was to examine whether there are similarities/differences between males and female consumers in terms of sustainable consumption behavior and its dimensions. The data were obtained from young consumers aged 18-29 in Türkiye through an online survey. The main findings obtained in the thesis study revealed the behavioral similarities and differences between men and women in terms of sustainable consumption. More specifically, gender-specific differences were found in the context of unneeded consumption and reuse behavior. In this thesis, it was concluded that it is important to examine sustainable consumption with its sub-dimensions in order to understand more clearly and accurately whether consumers exhibit gender-specific behaviors in sustainable consumption. It is hoped to be useful to those interested in sustainability, global marketing and consumption of young consumers in emerging markets. Keywords: consumer behaviour, gender, sustainability, sustainable consumption behaviour, and young consumers