| Summary: | In recent years, sustainability has become a concept brought more and more frequently to the attention of consumers. European directives and legislation in force regulate the sustainable behavior of retailers, mentioning the changes they must include in the company's vision, respectively the facilities they must implement to encourage consumers to recycle. Starting from these considerations, the article focuses on the importance of the 3 R's – Reuse, Recycle, Reduce and how these concepts are implemented in consumer behavior. From a practical perspective, the research analyzes the sustainable behavior of Generation Z, starting from the premise that this cohort shows a greater interest in protecting the environment. The results of the research provide information regarding the interest in the recycling process undertaken by young people, as well as aspects related to the motivations underlying this action or the places where it takes place. Thus, we will be able to observe whether the workplace, college, or reference group exerts a greater influence on recycling behavior. At the same time, the article aims to identify the measures that retailers adopt to encourage consumers to recycle. The research results allow the identification of solutions that can be adopted by retailers to optimize the recycling process.
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