In 2024, the Faculty of Business of Kauno kolegija Higher Education Institution (HEI), in collaboration with the Czestochowa School of Management and Kaunas Europe Direct Centre, conducted an international study titled “Responsible Consumption from the Perspective of Academic Youth in Lithuania and Poland.” The study surveyed students from higher education institutions in these two countries. The project’s goal was to assess young people’s knowledge, attitudes and behaviours related to sustainable consumption and to provide recommendations for fostering awareness and practical skills.

Diana Lukoševičiūtė-Burneikienė, head of the Kaunas Europe Direct Centre, expressed satisfaction that initiatives in the field of responsible consumption have become a long-standing tradition: ‘Kaunas Europe Direct, together with the Faculty of Business of Kauno kolegija HEI, has been organising expert events on responsible consumption topics for the Kauno kolegija HEI community for several years now. We invite experts in the circular economy, sustainability-focused NGO activists, specialists in waste management and consumer rights. Additionally, various quiz-based and other interactive tools have been developed on these topics, employing unconventional methods to promote responsible consumption.’

The gap between knowledge and practice in sustainability

The research findings revealed that sustainable consumption is perceived similarly among academic youth in both Lithuania and Poland. Young people possess a solid theoretical understanding of sustainability—they have a strong knowledge base regarding the principles of responsible consumption and the United Nations Sustainable Development Goals. Furthermore, students often express positive attitudes toward sustainable behaviour, acknowledging the importance of responsible consumption. However, the study highlighted a contradiction: while many respondents describe their behaviour as sustainable, these values are rarely reflected in their daily decisions. This discrepancy is particularly evident in purchasing food and clothing, where students tend to prioritise price or convenience over sustainability criteria. Although young people hold positive views on sustainability, these values are not yet fully integrated into their practical behaviour.

The analysis showed that decisions regarding food and clothing purchases are predominantly driven by financial and quality considerations, while principles of responsible consumption often take a secondary role. When choosing clothing, students primarily prioritise price and quality. Socially responsible choices, such as the importance of eco-friendly materials used in production or local manufacturing, were mentioned significantly less often. A similar trend was observed in the food sector, where price remains the dominant factor. While ingredients are also important, the ecological aspect concerns only half of the respondents, and environmental friendliness is a priority for 48.2% of them.

These findings clearly illustrate the gap between theoretical knowledge and practical behaviour. Despite most young people expressing positive attitudes toward sustainability, these principles are overshadowed by considerations of price and convenience in real-life actions. This situation underscores the need to further develop educational initiatives on responsible consumption. This involves not only disseminating information but also actively integrating sustainability principles into daily life through educational programmes and promoting public awareness.

From idea to long-term impact

The project implemented by Kauno kolegija HEI not only enriched the understanding of youth perspectives on responsible consumption but also served as a catalyst for meaningful initiatives with lasting impact. The project results demonstrated that sustainability is a relevant and interdisciplinary topic. Aušra Arminienė, Head of the Department of Management and Law, emphasised the significance of the project: ‘The primary goal of this project is to advance applied research in response to the United Nations Sustainable Development Goals, highlighting the importance of responsible consumption and sustainable living. Collaboration between the Faculty of Business, staff, students from Lithuania and Poland, and social partners not only facilitated the seamless execution of project activities but also inspires new ideas for the future, strengthening internationalisation and applied research efforts.’

The information collected during the project is practically applicable across various fields. First and foremost, the theme of responsible consumption continues to be purposefully developed at Kauno kolegija HEI, integrating it into the activities of the Sustainable Development Research Group. This group aims not only to deepen academic knowledge but also to foster public discussions on the impact of responsible consumption on social and economic processes. Data collected during the study can be incorporated into the Kauno kolegija HEI’s curriculum, helping to educate future marketing, sales management and business specialists who are prepared to contribute to building a sustainable future.

The project results have also opened new opportunities. The insights gathered allow for further exploration of these issues, the development of new projects, and the expansion of international collaborations. One of the most significant aspects of this project was the opportunity to compare the perspectives of Lithuanian and Polish youth on responsible consumption, providing a foundation for broader discussions on sustainability awareness in different cultural contexts.

Beyond practical applications, the project’s contributions are also evident in academia. An international publication on the relationship between knowledge and behaviour in sustainability has not only enriched the body of scientific knowledge but also promotes a broader dialogue among researchers, educators, and policymakers. These publications serve as valuable tools not only for the academic community but also for those seeking to drive real change. The project’s groundwork extends beyond its research findings, becoming a vital platform for further studies and investigations aimed at shaping a sustainable future.

As Associate Professor Dr Rasa Bartkutė from the Department of Communication says: ‘Since time immemorial, humanity has progressed driven by consumption. The pursuit of a better life has inspired great inventions and innovations. However, 21st-century consumption, despite the existence of poverty and hunger, is beginning to destroy the environment, without which humanity cannot survive. Where did we go wrong? What should we do differently? How can we transition to moderate consumption? These are just a few of the questions we will continue seeking answers to even after the conclusion of this project.’