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Conscious consumer adoption in the service industry based on the case of mastercard Hungary
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Conscious Consumer Adoption In The Service Industry Based On The Case Of Mastercard
Hungary
This paper investigates the adoption of conscious consumer practices within the service
industry, focusing on Mastercard Hungary and Generation Z (Gen Z). It examines the gap
between Gen Z's awareness and their financial behaviors towards sustainable options. Through
primary and secondary research, including a survey and focus groups, the study identifies key
factors influencing sustainable banking adoption. Recommendations for the industry include
educational initiatives and strategic adaptations to enhance sustainability in their offerings,
aiming to bridge the awareness gap and align with Gen Z's values.
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Sustainable banking Generation Z Conscious Consumerism