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Explaining green consumption: A cross-cultural study on young adult consumers through a multi-group comparison

Author

Listed:
  • Judith Cavazos-Arroyo
  • Ana Paola Sánchez-Lezama

Abstract

This research compared, through a multigroup analysis, green consumption among young adult consumers in Mexico and Spain. Thus, the effect of their connection to nature, environmental citizenship, activism and environmental social identity on green consumption was analyzed. A quantitative, explanatory, and cross-sectional methodology was developed, which involved the application of an instrument to 447 Mexican and 120 Spanish young adults. The primary results related to green consumption did not suggest different environmental behavior patterns between the samples. When combined, it was found that environmental social identity and environmental citizenship did not always translate into green consumption. However, young adult consumers who were more connected to nature were more likely to consume eco-friendly products.

Suggested Citation

  • Judith Cavazos-Arroyo & Ana Paola Sánchez-Lezama, 2022. "Explaining green consumption: A cross-cultural study on young adult consumers through a multi-group comparison," Estudios Gerenciales, Universidad Icesi, vol. 38(162), pages 69-81, March.
    • Handle: RePEc:col:000129:020063
    DOI: 0.18046/j.estger.2022.162.4701
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    More about this item

    Keywords

    environmental behavior; consumer behavior; green consumption; sustainability;
    All these keywords.

    JEL classification:

    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • D52 - Microeconomics - - General Equilibrium and Disequilibrium - - - Incomplete Markets
    • D52 - Microeconomics - - General Equilibrium and Disequilibrium - - - Incomplete Markets
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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