Longitudinal Study of Green Marketing Strategies that Influence Millennials
Smith, K.T. and T.R. Brower. 2012, Longitudinal Study of Green Marketing Strategies that Influence Millennials, Journal of Strategic Marketing, Vol. 20, No. 6: 535-551
36 Pages Posted: 15 Feb 2013
Date Written: 2012
Many companies are increasing their efforts to have sustainable operations and offer environmentally-preferable products. However, consumers are often unaware of the environmental benefits because the companies are not communicating in ways that are compatible with the consumer’s schema regarding environmental issues. The current study identifies emerging marketing strategies that are influencing Millennials’ awareness of environmentally-preferable products and also impacting their consumption behavior. Data was collected over a three-year period. Results indicate Millennials are taking note of a company’s reputation, reading product labels, and looking for clues on product packaging to discern if a product is environmentally-preferable. Specific symbols and terms are identified as being effective in conveying the green message.
Keywords: Green marketing, Environmentally conscious consumers, Consumer behavior, Millennials
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