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Purpose: The purpose of this study is to explore how Generation Z perceive sustainable packaging communications at the point of purchase. Hence, gain a better understanding of Generation Z's purchase intent when engaging in the buying of sustainable product packages in the context of grocery markets.

Methodology: In this section, ​​a qualitative research strategy was used to achieve the purpose of the thesis. This study was conducted from the gathered primary and secondary data. A qualitative approach was considered to be relevant for the study because of the thematic approach applied. Consequently, patterns of the empirical findings that resulted from the semi-structured interviews were presented. In addition, the literature review relied on the secondary data collection, acquired from previous conclusions relative to Generation Z consumers and sustainable packaging communication.

Conclusion: The results obtained showed that the buying behaviour of Generation Z participants for sustainable packages can be determined by the packaging communication cues which are also known as the visual, verbal and structural cues. In addition, factors such as price sensitivity and sustainability awareness also determined the purchase intent at the point of sale. Hence, based on the results gained the visual cues of a package were found to be the most prominent factor in determining the purchase intent in comparison to the structural cues. Verbal cues, on the other hand, determined the purchase intent of the consumers who are already aware of sustainability. Lastly, the price aspect of a package was also found to be of great importance in the buying process, since the majority of the participants stated price to be the first thing to consider at the point of sale.