Abstract
This thesis explores the relationship between sustainable business practices, green consumerism, and the emergence of the "Green Generation" within Australian meal-kit industry and FMCGs, offering a detailed analysis of the changes in both corporate and consumer behaviour towards sustainability. In particular, this study explores the relationships between consumer preferences for eco-friendly products, business sustainability activities, and the socio-cultural shift towards a more ecologically conscious society through a qualitative research technique. A symbiotic relationship between green consumer habits and corporate sustainability strategies exists, as revealed via semi-structured interviews with 12 participants from various business sectors in Australia. This relationship is further reinforced by the growing impact of the Green Generation. The results show that sustainable company practices actively influence consumer beliefs towards sustainability in addition to meeting consumer wants, which helps to bring about a larger cultural transformation. By elucidating how businesses might use this relationship to promote a sustainable environment and ultimately assist a generational change that supports ecological stewardship, this research adds to the body of literature. The report emphasises how important it is for companies to foster a sustainable future and suggests that adopting these tactics can provide them a competitive edge in the changing market environment.