Plastic-free packaging: a netnographic analysis of young consumers' sustainable brand choices

Commitment to environmental causes is emerging as a fundamental driver of consumption choices, especially for the younger generations. However, studies are missing that delve deeper into how young consumers, particularly Millennials and Gen Zers, dialogically frame their favor and support for sustainable brands. In this paper, we explore how young consumers shape their choices for sustainable brands and products in their social media conversations, which represent the most common ground where sustainable commitments are discussed. We conduct an in-depth netnographic investigation that provides a deep cultural understanding of the system of values, meanings, language, stories, images, and priorities that young consumers associate with sustainable choices. Considering that Millennials and Gen Zers are setting as a top priority to limit the consumption of single-use plastics, our study is set into the communities of plastic-free refillable bottles. Our findings visually map and dig deeper into the specific motivations that young consumers prioritize in conversations when they embrace plastic-free brands.