An Examination of Marketing Techniques that Influence Millennials’ Perceptions of Whether a Product is Environmentally Friendly

Journal of Strategic Marketing, Forthcoming

29 Pages Posted: 6 Nov 2010

See all articles by Katherine Taken Smith

Katherine Taken Smith

Texas A&M University-Corpus Christi-College of Business

Date Written: 2010

Abstract

People’s concern for the environment is prevalent throughout the world. Businesses have responded by creating and marketing products that are “green” or environmentally friendly. While there have been a variety of studies on green marketing, there has been little academic research on green marketing to Generation Y, also called Gen Y or Millennials. The purpose of this study is to provide a brief review of environmental issues, including examples of past research, and to identify effective marketing techniques that businesses can use in communicating the environmentally friendliness of their products to Millennials. A survey of 602 Millennials was made to gather data for the study. Results indicate that there are marketing techniques that are considerably more effective than others, and that in some cases there are differences between males and females in how these techniques are perceived.

Keywords: Environmentally Friendly, Green Marketing, Millennials, Gen Y, Sustainability

JEL Classification: M31, M37, M14

Suggested Citation

Smith, Katherine Taken, An Examination of Marketing Techniques that Influence Millennials’ Perceptions of Whether a Product is Environmentally Friendly (2010). Journal of Strategic Marketing, Forthcoming, Available at SSRN: https://ssrn.com/abstract=1702924

Katherine Taken Smith (Contact Author)

Texas A&M University-Corpus Christi-College of Business ( email )

6300 Ocean Drive
Corpus Christi, TX 78412
United States

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