Abstract
Author(s): Squires, Scot | Abstract: Purpose: This study investigates the environmental beliefs of three generations to discover whether their stated beliefs match their actions in regards to green purchases.Design/methodology/approach: 1,215 participants across three generations (Millennials, Generation Xers, and Baby Boomers) answered survey questions regarding their environmental beliefs and were assigned a Green score. They also answered questions regarding the types and quantities of past green purchases. Analyses were performed to determine if there were statically significant differences among the generations.Findings: Baby Boomers were the most environmentally friendly generation. However, there was no statistically significant difference in the types of items purchased by the three generations, and Baby Boomers only slightly outpaced the other two generations in the quantity of green items purchased.Research limitations/implications:Marketers can use this research to market environmentally friendly products differently to the three generations.Originality/value:This research expands on existing work in the areas of generational cohorts and green products.Keywords: generational cohorts, green products, GREEN Consumer Values Scale Paper type: Research paper
Highlights
The idea behind examining generational cohorts is that each cohort shares cultural, political, and economic experiences, outlooks, and values (Kotler & Keller, 2006; Reisenwitz & Iyer, 2009)
Generational cohort analysis has been applied to an eclectic group of research including internet satisfaction, volunteerism, brand loyalty, work orientation, risk aversion (Reisenwitz & Iyer, 2009), mobile data services (Yang & Jolly, 2008), work attitudes (Sullivan, Forret, Carraher, & Mainiero, 2009), consumer values, personality traits, and responses to advertising appeals (Loroz & Helgeson, 2013), retail attributes, retail format preferences, and satisfaction and loyalty (Brosdahl & Carpenter, 2012), to name a few
There have been numerous studies on green products, green marketing, and consumer behavior, there is a gap in the research knowledge that investigates whether a generation's reported "greenness" translates to green product purchases
Summary
The idea behind examining generational cohorts is that each cohort shares cultural, political, and economic experiences, outlooks, and values (Kotler & Keller, 2006; Reisenwitz & Iyer, 2009). Rather than separately considering specific elements, a generational cohort approach sums up the aggregate values of an entire generation was used. This can lead to more robust conclusions because differences noted among generations need to be strong enough to appear in spite of the large range of ages (and values, incomes, experiences) represented. Generational cohort analysis has been applied to an eclectic group of research including internet satisfaction, volunteerism, brand loyalty, work orientation, risk aversion (Reisenwitz & Iyer, 2009), mobile data services (Yang & Jolly, 2008), work attitudes (Sullivan, Forret, Carraher, & Mainiero, 2009), consumer values, personality traits, and responses to advertising appeals (Loroz & Helgeson, 2013), retail attributes, retail format preferences, and satisfaction and loyalty (Brosdahl & Carpenter, 2012), to name a few. There have been numerous studies on green products, green marketing, and consumer behavior, there is a gap in the research knowledge that investigates whether a generation's reported "greenness" translates to green product purchases
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