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The great Millennials’ trouble: leading or confused green generation? An Italian insight

Author

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  • Michelle Bonera

    (Università degli Studi di Brescia)

  • Anna Paola Codini

    (Università degli Studi di Brescia)

  • Giulia Miniero

    (Franklin University Switzerland)

Abstract

The paper purpose is to investigate the green consumption behaviour of the Millennials generation. The paper aims to understand if all Italian Millennials are similar in terms of green consumption and if there are differences in adopting and consuming green products. As Millennials are considered the driving generation of the sustainable movement, thanks to their lifestyle and behaviours, our study tries to comprehend whether these consumers can be considered the leading “Green Generation”. We performed a cluster analysis, using the non-hierarchical method by applying the k-medium algorithm, segmenting Millennials. The segmentation was performed according to the reasons underlying and against green consumption. Then, green values and green consumer behaviour of the segments were analyzed. The results of our research reveal the existence of different clusters of Millennial consumers in terms of green attitude. Some confusion about green issues in the Millennials generation emerges, contrasting with the literature. Our results do not necessarily imply a negative attitude towards green values by Millennials, but different green attitudes among the clusters.

Suggested Citation

  • Michelle Bonera & Anna Paola Codini & Giulia Miniero, 2020. "The great Millennials’ trouble: leading or confused green generation? An Italian insight," Italian Journal of Marketing, Springer, vol. 2020(4), pages 289-308, December.
    • Handle: RePEc:spr:ijmark:v:2020:y:2020:i:4:d:10.1007_s43039-020-00015-4
    DOI: 10.1007/s43039-020-00015-4
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    Cited by:

    1. Francesca Pratesi & Lala Hu & Riccardo Rialti & Lamberto Zollo & Monica Faraoni, 2021. "Cultural dimensions in online purchase behavior: Evidence from a cross-cultural study," Italian Journal of Marketing, Springer, vol. 2021(3), pages 227-247, September.
    2. Neil Richardson, 2022. "How new sustainability typologies will reshape traditional approaches to loyalty," Italian Journal of Marketing, Springer, vol. 2022(3), pages 289-315, September.
    3. Pankaj Tiwari, 2023. "Influence of Millennials’ eco-literacy and biospheric values on green purchases: the mediating effect of attitude," Public Organization Review, Springer, vol. 23(3), pages 1195-1212, September.
    4. Iana Ivanova Tzankova & Catherine O’Sullivan & Alessandra Iva Facciuto & Luciana Sacchetti & Fabiana Fini & Elvira Cicognani & Annalisa Setti, 2023. "Engagement with Nature and the Home Environment: Wellbeing and Proenvironmental Behavior among Irish and Italian University Students during the COVID-19 Emergency," IJERPH, MDPI, vol. 20(14), pages 1-10, July.
    5. Pankaj Tiwari, 2023. "Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks," Public Organization Review, Springer, vol. 23(1), pages 59-78, March.

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