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
Date Written: 2010
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: Suggested Citation