Marketing to the (new) generations: summary and perspectives

Chaney, Damien; Touzani, Mourad; Slimane, Karim Ben

doi:10.1080/0965254x.2017.1291173

Cited by 124 publications

(145 citation statements)

References 55 publications

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“…Studying consumers' patterns based on their generational cohort is an emerging topic in the marketing field [11,54,55] and-compared to other consumer characteristics-it is an understudied topic. As Chaney et al [55] state, generational cohorts, while used widely in social sciences, in the marketing area, this concept has been studied "marginally".…”

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confidence: 99%

Generational Differences toward Organic Food Behavior: Insights from Five Generational Cohorts

2020

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One of the pathways to sustainable food consumption behaviour is the purchase and consumption of organic food products. This paper offers insights into the behaviour exercised by five generational cohorts toward organic products, i.e., Generation Z, Generation Y, Generation X, Baby Boomers, and the Silent Generation. A qualitative and quantitative research methodology is implemented, with the field research providing 1562 valid questionnaires over a nine-month period. Generational differences are explored in terms of purchasing behaviour, attitudes, and the effect of the economic crisis on the purchasing of organic food. Results unveil that all generational cohorts demonstrate a favourable attitude toward organic food, and they identify the economic crisis as an effect of low purchase behaviour. Additionally, findings reveal that in all cases, generational cohort differences do exist. Government policy through marketing communications can be adapted to determine the advantages of organic food compared to conventional ones, persuade consumers about the benefits, and, thus, reinforce favourable attitudes in association with economic crisis conditions.

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confidence: 99%

Generational Differences toward Organic Food Behavior: Insights from Five Generational Cohorts

2020

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“…An older study conducted by PriceWaterhouse Coopers, 2009 is consistent with the current study by Nielsen Group that confirms Gen Y are very concern about the environment and studying Gen Y GPD is seen as a promising area. Furthermore, [37] confirms that it is important to encourage marketing specialists to focus on studies by generational cohort rather than just looking at the individual level to have a strategic marketing initiative. Therefore, this study will investigate the factors that influences Gen Y GPDs.…”

Section: E Green Purchasing Decisionmentioning

confidence: 79%

Green Marketing Mix Strategy using Modified Measurement Scales A Performance on Gen Y Green Purchasing Decision in Malaysia

Bathmathan

Rajadurai

2019

IJEAT

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Global goals for sustainable development is shaping the future on purchase behaviour through its trends in sustainable production and consumption. Green marketing mix strategies are seen to put an end to the conventional marketing strategies and is a path breaker that affects the value proposition that leads green purchasing decision (GPD). Thus, to reduces ecological footprint through green marketing mix strategies, this study aims to identify factors that influences young consumers to migrate to GPD. The study was conducted in two phases. Firstly, a qualitative approach was used to extract the current theme in green marketing by interviewing 5 focus groups. The themes were compared with other studies to identify the relevancy of the items and was consequently validated with experts from the relevant industrial and academic field. The final questionnaire was distributed to 200 Gen Y respondents in Malaysia. The data was analysed using the SMART PLS 3.0. The result shows that green marketing mix factors except price influence the trends on Gen Y GPD in Malaysia. The findings are very useful for marketers and manufacturers to understand, and redefining their green marketing mix strategies to meet the global sustainability goals. The fine points discussed in the findings and discussion section is also useful for organizations to implement strategies to attract green consumers to make the green purchases

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“…They are the bridge between millennials and baby boomers. This generation has no experience in online shopping, so they enjoy a trip to stores (Chaney et al, 2017). They are dedicated to shopping lists rather than unplanned shopping.…”

Section: Overview Of Generations Baby Boomers X Y and Zmentioning

confidence: 99%

Customer Profiling of Alpha

Thomas

Madiya

2020

UJBM

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Alpha generation plays a significant role in today’s market as firms are supposed to accumulate and store enormous data for better selling. Alpha is the customer next who needs to be targeted by the producers as they tend to influence their parent’s decision making. Literature suggests that Alpha Generation will influence the buying patterns, technology, education, markets, and other factors of the economy, but this fact is still at its infancy stage and under-researched. Adapting the framework of social learning theory, the current paper attempts to capture and compile the traits posed by Alpha Generation predominantly in the field of marketing.

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Marketing to the (new) generations: summary and perspectives

Abstract: a groupe eSc troyes in

Cited by 124 publications

References 55 publications

Generational Differences toward Organic Food Behavior: Insights from Five Generational Cohorts

Generational Differences toward Organic Food Behavior: Insights from Five Generational Cohorts

Green Marketing Mix Strategy using Modified Measurement Scales A Performance on Gen Y Green Purchasing Decision in Malaysia

Customer Profiling of Alpha

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