Limitations

Internal Validity

 A question about what states participants were from could have also assisted researchers. After this study was completed, the research had to infer the location of the participants based on their followers on social media. Nothing in the report's conclusion can be said based on the geographic location of participants now.

If a larger sample was being examined it could be easier to segment different subgroups within Generation Z. Conclusions could be drawn for the continental USA and groups could be organized by state and region with more participation.

To improve the survey, a question about specific greenwashing campaigns could have been added to supplement the third research question.

External Validity

Gender

Gender is another limiting factor for the study with 83.9% of participants self-identifying as female. There was not a even ratio of people that identify as male to female, so the results may have differed slightly with more male participants (Figure 1).

Lack of Diversity

Of the 112 participants, around 88.4% of participants self-identified as White/ Caucasian (Figure 2). This is an incredibly high ratio of white people, with little to no diversity being expressed in the results. The survey was sent out across social media platforms with followers that are not very diverse and the majority do not live outside of the Northeast of the United States. The demographics may be a representation of the region this survey was created in but is not an accurate representation of the entire population of Generation Z. 

Another limitation of this study would be that it can be replicated but may receive varying results when brought into different communities with more diverse populations. The external validity is not high considering many of the limitations this study has around it, meaning it is difficult to study across a population accurately.