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In: Xian dai fa xue: Modern law science, Band 29, Heft 5, S. 168-174
ISSN: 1001-2397
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In: Xian dai fa xue: Modern law science, Band 29, Heft 5, S. 168-174
ISSN: 1001-2397
In: Materials and design, Band 191, S. 108641
ISSN: 1873-4197
In: Young consumers: insight and ideas for responsible marketers, Band 17, Heft 3, S. 226-242
ISSN: 1758-7212
PurposeMillennials, an understudied segment of the sustainable market, are enthusiastic about adopting greener lifestyles but fail to translate pro-environmental attitudes to actual behavior, thus understanding factors that motivate their actual purchase of green products is imperative. Using the consumer socialization framework, the researchers studied the impacts of social structural variables (i.e. age, gender, education and family structure), socialization agents (i.e. family, peers and mass media) and environmental concern on the buying behaviors of millennials from two of the world's most populous nations: India and China.Design/methodology/approachUsing online panels (Amazon M-Turk and sojump.com), online surveys were administered to an online sample of millennials aged 18-24 years from India (n= 253) and China (n= 255).FindingsHierarchical regressions showed that peer communication predominantly influenced green buying behavior of millennials from India, while family communication was most important to Chinese millennials. Environmental concern, an attitudinal outcome, directly impacted behavior and also mediated the relationship between significant socialization agents and buying behavior in both countries.Practical implicationsConsidering the importance given to peers (India) and family (China), green marketers have to use specialized strategies when marketing their products to millennials in India and China. Instead of focusing on mass media campaigns, the study highlights the importance of "personal" social networks to curb the environmental issues plaguing their respective countries.Originality/valueThe current study extends the literature on millennials' green consumer behavior by exploring millennials in India and China. The consumer socialization framework has not been applied to countries like India and China, and to understand green consumerism, the role played by influential agents such as family and peers in these collectivistic cultures and their potential to change green attitudes and behavior warrants further exploration. The possibility of mediating effects has been represented by weak correlations between socio-demographic and psychological factors. Using the consumer socialization framework, the current study explores environmental concern (EC) as a mediator in the model.
In: Asian journal of communication, Band 25, Heft 2, S. 213-231
ISSN: 1742-0911
In: BITE-D-22-04418
SSRN
In: International journal of Asian social science, Band 5, Heft 7, S. 407-418
ISSN: 2224-4441
In: Journal of current issues and research in advertising, Band 34, Heft 1, S. 1-20
ISSN: 2164-7313
In: Waste management: international journal of integrated waste management, science and technology, Band 32, Heft 1, S. 137-143
ISSN: 1879-2456
In: BITE-D-23-03755
SSRN
In: Environmental science and pollution research: ESPR, Band 30, Heft 38, S. 89510-89520
ISSN: 1614-7499
In: International journal of critical infrastructure protection: IJCIP, Band 2, Heft 1-2, S. 5-12
ISSN: 1874-5482
In: Environmental science and pollution research: ESPR, Band 21, Heft 9, S. 5827-5835
ISSN: 1614-7499
In: BITE-D-22-07595
SSRN
In: Defence Technology, Band 21, S. 1-13
ISSN: 2214-9147
In: Environmental science and pollution research: ESPR, Band 25, Heft 17, S. 17128-17136
ISSN: 1614-7499