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The Adoption of the Green Marketing in the Millennium Generation

Author

Listed:
  • Flor Madrigal Moreno
  • Fernando ¨¢vila Carre¨®n
  • Salvador Madrigal Moreno

Abstract

This descriptive study shows the evolution in the behavior of the millennium consumer, the influence of the culture, the society and the globalization in the making decisions. The millennium generation is well recognized as the generation whose consumptions are more oriented to ecological products. Also, their concern about the ecological impact of the supplies they use in their daily life, showing how the green marketing represents a marketing strategy that influences their purchase decision in Mexican consumers.

Suggested Citation

  • Flor Madrigal Moreno & Fernando ¨¢vila Carre¨®n & Salvador Madrigal Moreno, 2016. "The Adoption of the Green Marketing in the Millennium Generation," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(2), pages 97-104, April.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:2:p:97-104
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    References listed on IDEAS

    as
    1. Zeynep Arsel & Craig J. Thompson, 2011. "Demythologizing Consumption Practices: How Consumers Protect Their Field-Dependent Identity Investments from Devaluing Marketplace Myths," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(5), pages 791-806.
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    Cited by:

    1. Gianluigi Gallenti & Stefania Troiano & Francesco Marangon & Paolo Bogoni & Barbara Campisi & Marta Cosmina, 2019. "Environmentally sustainable versus aesthetic values motivating millennials’ preferences for wine purchasing: evidence from an experimental analysis in Italy," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 7(1), pages 1-16, December.

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    More about this item

    Keywords

    consumer behavior; millennium generation; green marketing;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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