Do generations differ when it comes to green values and products?

Q3 Social Sciences Electronic Green Journal Pub Date : 2019-02-16 DOI:10.5070/g314239436

Scot Squires

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引用次数: 8

Abstract

Author(s): Squires, Scot | Abstract: Purpose: This study investigates the environmental beliefs of three generations to discover whether their stated beliefs match their actions in regards to green purchases.Design/methodology/approach: 1,215 participants across three generations (Millennials, Generation Xers, and Baby Boomers) answered survey questions regarding their environmental beliefs and were assigned a "Green" score. They also answered questions regarding the types and quantities of past green purchases. Analyses were performed to determine if there were statically significant differences among the generations.Findings: Baby Boomers were the most environmentally friendly generation. However, there was no statistically significant difference in the types of items purchased by the three generations, and Baby Boomers only slightly outpaced the other two generations in the quantity of green items purchased.Research limitations/implications:Marketers can use this research to market environmentally friendly products differently to the three generations.Originality/value:This research expands on existing work in the areas of generational cohorts and green products.Keywords: generational cohorts, green products, GREEN Consumer Values Scale Paper type: Research paper

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在绿色价值观和产品方面，几代人是否有所不同？

作者：斯奎尔斯，苏格兰人|摘要：目的：本研究调查了三代人的环境信念，以发现他们所陈述的信念是否与他们在绿色购买方面的行为相匹配。设计/方法/方法：三代人（千禧一代、X一代和婴儿潮一代）的1215名参与者回答了有关他们环境信仰的调查问题，并获得了“绿色”分数。他们还回答了有关过去绿色采购的类型和数量的问题。进行分析以确定各代之间是否存在静态显著差异。研究结果：婴儿潮一代是最环保的一代。然而，三代人购买的物品类型没有统计学上的显著差异，婴儿潮一代在购买绿色物品的数量上仅略高于其他两代人。研究局限性/影响：营销人员可以利用这项研究来营销与三代人不同的环保产品。原创性/价值：这项研究扩展了世代群体和绿色产品领域的现有工作。关键词：世代群体，绿色产品，绿色消费者价值观量表纸张类型：研究论文

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