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dc.contributor.authorNaderi, Iman
dc.contributor.authorVan Steenburg, Eric
dc.date.accessioned2019-02-04T17:06:44Z
dc.date.available2019-02-04T17:06:44Z
dc.date.issued2018-04
dc.identifier.citationNaderi, Iman, and Eric Van Steenburg. "Me first, then the environment: young Millennials as green consumers." Young Consumers 19, no. 3 (April 2018): 280-295. DOI:10.1108/YC-08-2017-00722.en_US
dc.identifier.issn17473616
dc.identifier.urihttps://scholarworks.montana.edu/xmlui/handle/1/15198
dc.description.abstractPurpose This research aims to shed greater light on millennials' green behavior by examining four psychographic variables (selfless altruism, frugality, risk aversion, and time orientation) that may be relevant to millennials' motives to engage in environmental activities. Design/methodology/approach Data were collected from a sample of younger millennials (n = 276; age = 18 to 30) using a self-administered questionnaire. The data were then analyzed using structural equation modeling (SEM) technique. Findings Overall, the results of the study reveal that rational and self-oriented rather than emotional and others-oriented motives lead millennials to act pro-environmentally. Practical implications The findings of this study have implications for environmental advocates, policymakers and green marketers. For instance, the findings suggest that environmental regulators and lawmakers should continue their efforts to provide economic incentives to encourage pro-environmental purchases among millennials. Additionally, marketers of green products may pursue self-directed targeting strategies in promoting green products among millennials. Originality/value Millennials grasp the environmental consequences of their actions and have the education, motivation and social awareness to participate in the green movement. However, they have not truly begun to fully integrate their beliefs and actions. The present study is an initial attempt to address this issue by investigating various psychological factors that are relevant to the millennials' core behavioral motives.en_US
dc.language.isoenen_US
dc.rightsThis Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).en_US
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en_US
dc.titleMe first, then the environment: young Millennials as green consumersen_US
dc.typeArticleen_US
mus.citation.extentfirstpage280en_US
mus.citation.extentlastpage295en_US
mus.citation.issue3en_US
mus.citation.journaltitleYoung Consumersen_US
mus.citation.volume19en_US
mus.identifier.categoryBusiness, Economics & Managementen_US
mus.identifier.doi10.1108/YC-08-2017-00722en_US
mus.relation.collegeCollege of Businessen_US
mus.relation.departmentBusiness.en_US
mus.relation.universityMontana State University - Bozemanen_US
mus.data.thumbpage2en_US


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