Green Shopping App 2025

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Self-Learning Module: Consumer Trends (18-25)

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Original Research Paper: SHOP TO SAVE THE PLANET

Section 1: INTRODUCTION
Since the early 1970s, society has become aware of the damage humans have been causing to the planet. However, governments and older generations were, perhaps, not willing to take the necessary steps to improve the situation. Younger generations and politicians are now more aware of the need to act, and this is starting to affect how shoppers behave. This research paper will investigate consumer trends for 18- to 25-year-old students in the areas of diet, single-use plastics, travel, and second-hand goods. The results from this survey show that there has been a significant change in all areas.

Section 2: METHOD
A survey was created and sent out online to students across three universities. The students were all aged 18 to 25, with an equal number of men and women. Four groups of eight students were then selected to take part in focus groups to find out further information about the reasons for their answers.

Section 3: RESULTS
The purpose of the survey was to discover who had changed their behavior due to environmental reasons in the last three years. The first section of the survey looked at people's general attitude to the environment. In total, 80% of those surveyed were either "concerned" or "very concerned" about environmental issues. As can be seen in Figure 1.1, a large percentage had tried to reduce the amount of packaging in their shopping. A large number of subjects reported that they have reduced the amount they travel by plane or stopped doing so completely. The majority of students had bought more second-hand products. The main reasons given for buying second-hand items were cheaper prices, less waste, new items do not have to be made, more unusual products, and the money often goes to charity. The second largest consumer trend influenced by environmental concerns is connected with diet, with just over half of the respondents having made a change. The results in this area were alike across genders, with both male and female students reporting that they have made a change.

Section 4: VACATIONS
While many of the subjects were aware of the environmental damage caused by plane travel, very few had stopped flying. Just 10% of the people interviewed had stopped flying and now traveled by train for their vacations. However, many were choosing to travel less, and the survey found 50% of the students now only take one return flight per year. Over half of the subjects' vacation choices were influenced by environmental factors, such as distance and method of travel.

Section 5: DIET
A large number of the students, just over 50%, considered the environment when they bought food in the last 12 months. In the UK alone, the number of people eating a vegetarian or vegan diet has increased every year for the last ten years. This survey found that nearly 20% of respondents were either vegetarian or vegan. The main reasons given were protecting animals, wanting a healthier diet, and the environment. A further 30% said they chose to eat less meat or to shop for locally grown products to help protect the environment.

Section 6: PACKAGING
Another major change is that people want to reduce the amount of single-use plastic they buy. Many know the damage caused by single-use plastic as every piece of plastic since its invention is still here. Nearly all respondents now take their own bags to the supermarket and try to buy loose fruit and vegetables to reduce plastic waste. A small number, one in twenty, now also shop as much as possible in zero-waste stores—stores that sell goods with no packaging.

Section 7: SECOND-HAND GOODS
Many of the students reported an increase in both buying and selling second-hand products. This is not surprising as the second-hand market has had a phase of fast growth, as shown by Figure 1.2. The respondents gave a number of reasons for this choice. First, people said that they like to find valuable items at low prices. Second, they said that it was an easy way to buy designer clothes for a lower price. Third, they stated that it provided an income on the side in addition to working part-time. Finally, many said that it had become easier to buy and sell second-hand clothes via online platforms.

Section 8: DISCUSSION AND CONCLUSIONS
The results of this research highlight the growing trend to consider the environment when shopping. Previous surveys have shown that this attitude is not something younger generations have in common with older generations. On the face of it, this is a trend that is only likely to continue, as environmental worries are not likely to go away anytime soon. One factor that this survey did not consider is the growing use of technology and, in particular, the streaming of videos and music. The generation surveyed here are by far the biggest users of such content and there is growing concern about energy use and streaming. The top ten shows on Netflix were recently streamed for six billion hours, which uses as much carbon as nearly a quarter of a million cars each year. Further research is required to see whether attitudes to streaming are changing because of its possible effect on the environment.

Source: Pathare, E., & Pathare, G. (2024). Skillful 2 Reading and Writing: Teacher's Book (3rd ed.). Macmillan Education.

10 Key Comprehension Questions & Answers

• What was the age range of the students in the survey?
  18 to 25.
• What percentage of the students surveyed were "concerned" or "very concerned" about the environment?
  80%.
• What is one reason given for buying second-hand items?
  Cheaper prices.
• What percentage of students had stopped flying completely?
  10%.
• What percentage of students now take only one return flight per year?
  50%.
• What percentage of the respondents were vegetarian or vegan?
  Nearly 20%.
• What do nearly all respondents take with them to the supermarket?
  Their own bags.
• According to the text, what are "zero-waste stores"?
  Stores that sell goods with no packaging.
• What is one reason students reported for selling second-hand goods?
  It provided an income on the side.
• What topic does the conclusion say the survey did not consider?
  The growing use of technology and, in particular, the streaming of videos and music.

Paraphrasing Practice: Improving Expression

Original 1:

Previous surveys have shown that this attitude is not something younger generations have in common with older generations.

Paraphrased:

Research conducted previously indicates that older generations don't share the environmental outlook of the younger demographic.

Original 2:

Younger generations and politicians are now more aware of the need to act, and this is starting to affect how shoppers behave.

Paraphrased:

Because younger people and political leaders are now better informed about the necessity of taking action, consumer habits are beginning to shift.

Original 3:

The top ten shows on Netflix were recently streamed for six billion hours, which uses as much carbon as nearly a quarter of a million cars each year.

Paraphrased:

Recently, the 10 most popular Netflix series accounted for six billion hours of streaming, generating a carbon footprint equivalent to almost 250,000 cars over a year.

3. Deep Dive: Consumer Trends by Topic 📚

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