Greener than Others? Exploring Generational Differences in Green Purchase Intent

This study explored the generation gap in American consumers’ green perceptions and purchase intentions across four generations (Gen Z, Y, X, and Baby Boomers) from the perspectives of consumer socialization and social intelligence. Analyzing a nationally representative sample of adults in the Unite...

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Bibliographic Details
Published in:International journal of market research 2022-05, Vol.64 (3), p.376-396
Main Authors: Ham, Chang-Dae, Chung, Un Chae, Kim, Woo Jin, Lee, Seo Yoon, Oh, Sang-Hwa
Format: Article
Language:English
Subjects:
Baby boomers
Generational differences
Generations
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Summary:This study explored the generation gap in American consumers’ green perceptions and purchase intentions across four generations (Gen Z, Y, X, and Baby Boomers) from the perspectives of consumer socialization and social intelligence. Analyzing a nationally representative sample of adults in the United States (N = 19,450), the survey results revealed that the American consumer’s green norms and beliefs varied by generation. A series of multiple regression analyses showed that each generation had similar but idiosyncratic beliefs in purchasing products from green companies. Theoretical and practical implications are discussed.
ISSN:1470-7853
2515-2173
DOI:10.1177/14707853211034108