YOUNG CONSUMERS’ BEHAVIOUR IN THE CONTEXT OF EUROPEAN GREEN DEAL’S IMPLEMENTATION

For decades, the environment is struggling with the growing pollution, resources’ scarcity, climate change and other negative impacts; as the time is ticking and there is no reasonable solution yet, the European Union takes over the leading role in elaborating and implementing the European Green Deal, a set of objectives and strategies targeting a series of environmental issues. By meeting the European Green Deal’s objective, the European citizens will benefit of higher quality air, water, soils, a richer biodiversity, energetic efficient buildings, fresher and more affordable food, developed infrastructure, green energy and technological innovation, more green jobs and more resilient and competitive economy. In order to make all these possible, the European Commission is funding the investment project in line with the European Green Deal’s objective, and considering the late crisis caused by the Covid -19 pandemic, we have the highlight that positive effects of these investments as also part of a recovery plan. Considering the young population decisive in the changing process, our research aimed to assess their values and perspective regarding the environmental issues and the approach of overcoming them. Our premise implied an optimistic view of the Romanian young generation and the environment protection, and as the survey’s results proved, our first assumption was right.