The Gen Z is a new generation that, among others, cares about healthy and sustainable lifestyles. These two new tendencies together give rise to a new market opportunity, which has been taken by us by creating a new fitness concept: an ecologically-friendly gym called GreenMonkeyGym.udThroughout this paper the reader will find two important parts. The first one consists of information about the current market trends, about important theoretical concepts regarding consumer behavior as well as about theoretical knowledge about pollution. This part is crucial as it analyzes how is the demand of the market we are going to penetrate in, which determines our growth path and it describes the factors that determine the consumer’s attitude. This business idea is not going to work out properly if the people’s attitude towards this gym is negative. As almost every firm, we do depend on profit, which depends on sales, and the volume of sales is determined by the potential customers and their attitude.udThe second part is about the new fitness gym, where on the one hand the reader will gain insight about the actual business (suppliers, competitors, vision, core competencies, etc.), and on the other hand the following research question will be answered with the analysis of a survey: which are the factors that attract or deter customers to use this fitness club? In other words, it will be possible to observe the respondent’s attitude towards this idea.
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