The Adoption of the Green Marketing in the Millennium Generation

Moreno, Flor Madrigal; Carreón, Fernando Ávila

doi:10.5539/ijms.v8n2p97

Cited by 2 publications

(1 citation statement)

References 11 publications

(14 reference statements)

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“…As the majority of respondents in both years were 20-30 years of age, this suggests an increase in environmental awareness among Indonesia's current younger generation. This finding is in line with past research that shows a greater orientation toward environmentally friendly products among today's youth (Moreno et al, 2016).…”

Section: Resultssupporting

confidence: 92%

The role of customer education: a repeated cross-sectional study

Sari

Firmanzah

Harahap

et al. 2020

JSTPM

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Purpose Customer education is considered as an appropriate communication strategy for promoting green products. This paper aims to elaborate on the characteristics of customer education that are suitable for green products by identifying what messages must be delivered, sources and channels that must be used to achieve the greatest effect. Moreover, this study uses a repeated cross-sectional approach by using the same research model in 2008 and 2019. Design/methodology/approach A questionnaire was arranged based on the research model. In 2008, the data were collected at 12 shopping malls in Jakarta. The 2019 data were collected online, using Google forms, from citizens of Jakarta and five nearby cities. Then, the data were processed using structural equation modeling. Findings Data analysis of both years shows that education containing messages that are both informational and transformational can increase customers’ perceptions of the benefits and economic accessibility of green products, as well as environmental concerns. This study’s results also indicate that customers’ intentions to buy green products are influenced by their attitudes toward buying. However, the impact of customers’ perceptions of benefit and economic accessibility on their attitudes toward green purchasing varied between 2008 and 2019. Practical implications Sustainable consumption can be pursued through customer education once a community’s economic conditions have reached a certain level. This study shows how changes have unfolded in Indonesia in several areas, therefore it should also be necessary to pursue green behavior via policies that are tailored to changes in the community. Social implications This study shows how changes have unfolded in Indonesia in several areas, therefore it should also be necessary to pursue green behavior via policies that are tailored to changes in the community. Originality/value Investigation of the role of customer education in green products using a repeated cross-sectional study.

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Section: Resultssupporting

confidence: 92%

The role of customer education: a repeated cross-sectional study

Sari

Firmanzah

Harahap

et al. 2020

JSTPM

View full text Add to dashboard Cite

show abstract

Environmentally sustainable versus aesthetic values motivating millennials’ preferences for wine purchasing: evidence from an experimental analysis in Italy

et al. 2019

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The interest in wine produced in an environmentally friendly manner is increasing in the global market among both consumers and producers. Moreover, numerous labelling and certification systems have been introduced to guarantee environmentally friendly production. Consumers can consider some environmental attributes in relation to their purchasing decisions as components of their ethical demands; such consumer behaviours can drive wine production to more sustainable models. This change depends on many factors, such as consumers' willingness to pay for sustainable and ethical attributes and the effective communication of such attributes. Among consumers, young people belonging to the so-called millennial generation are the new wine consumers, and they represent an increasingly important segment of the global wine market. This study uses a choice experiment to investigate Italian millennials' preferences toward two ethical attributes of wine: 'carbon footprint claim' and 'winescape aesthetic'. The findings show considerable heterogeneity among respondents, the majority of whom seem to be interested in the carbon footprint claim, even if a group of them prefer to pay a premium price to consume high-quality wines. Our results indicate that winescape aesthetic does not appear to be an important attribute in guiding respondents' preferences.

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The Adoption of the Green Marketing in the Millennium Generation

Cited by 2 publications

References 11 publications

The role of customer education: a repeated cross-sectional study

The role of customer education: a repeated cross-sectional study

Environmentally sustainable versus aesthetic values motivating millennials’ preferences for wine purchasing: evidence from an experimental analysis in Italy

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