The Analysis of the Effects of Purchasing Behaviour and Attitude on Green Marketing among the Post-90s

Abstract

With the continuous development and progress of society and the deterioration of the global environment, Environment, Social and Governance (ESG), as an important part of the non-asset valuation of enterprises and a major measure to protect the environment, has received more and more attention from the management. As one of the most crucial processes of ESG for enterprises, green marketing has become an important measure to ensure the overall development of each company. This study conducted a survey on 3,169 Chinese post-90s consumers using a stratified sampling method and collected 2,028 valid ones. The data were analyzed through chi-square analysis and descriptive analysis to analyze their green consumption channels, behaviors, psychology, and attitudes, in order to help enterprises better develop and improve their green marketing programs. By the end, as the main green consumer group in China, post-90s consumers pay much attention to green consumption behavior and choose different consumption channels, consumption behaviors, and consumption purposes according to their ages, incomes, and occupations.