Longitudinal Study of Green Marketing Strategies that Influence Millennials

Journal of Strategic Marketing, 20(6), 535 - 551, (2016)

36 Pages Posted: 26 Oct 2016

See all articles by Katherine Taken Smith

Katherine Taken Smith

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

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Date Written: 2012

Abstract

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

Suggested Citation

Smith, Katherine Taken, Longitudinal Study of Green Marketing Strategies that Influence Millennials (2012). Journal of Strategic Marketing, 20(6), 535 - 551, (2016), Available at SSRN: https://ssrn.com/abstract=2859148

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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