The Adoption of the Green Marketing in the Millennium Generation

Flor Madrigal Moreno, Fernando ¨¢vila Carre¨®n and Salvador Madrigal Moreno

International Journal of Marketing Studies, 2016, vol. 8, issue 2, 97-104

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.

Keywords: consumer behavior; millennium generation; green marketing (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:8:y:2016:i:2:p:97-104

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