Explaining green consumption: A cross-cultural study on young adult consumers through a multi-group comparison

Judith Cavazos-Arroyo () and Ana Paola Sánchez-Lezama ()

Estudios Gerenciales, 2022, vol. 38, issue 162, 69-81

Abstract: This research compared, through a multigroup analysis, green consumption among young adult consumers in Mexico and Spain. Thus, the effect of their connection to nature, environmental citizenship, activism and environmental social identity on green consumption was analyzed. A quantitative, explanatory, and cross-sectional methodology was developed, which involved the application of an instrument to 447 Mexican and 120 Spanish young adults. The primary results related to green consumption did not suggest different environmental behavior patterns between the samples. When combined, it was found that environmental social identity and environmental citizenship did not always translate into green consumption. However, young adult consumers who were more connected to nature were more likely to consume eco-friendly products.

Keywords: environmental behavior; consumer behavior; green consumption, sustainability (search for similar items in EconPapers)
JEL-codes: D21 D52 D83 (search for similar items in EconPapers)
Date: 2022
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https://doi.org/0.18046/j.estger.2022.162.4701

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Persistent link: https://EconPapers.repec.org/RePEc:col:000129:020063

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