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Ethical Consumers Among the Millennials: A Cross-National Study

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Author Info

  • Tania Bucic

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  • Jennifer Harris

    ()

  • Denni Arli

    ()

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    Abstract

    Using two samples drawn from contrasting developed and developing countries, this investigation considers the powerful, unique Millennial consumer group and their engagement in ethical consumerism. Specifically, this study explores the levers that promote their ethical consumption and the potential impact of country of residence on cause-related purchase decisions. Three distinct subgroups of ethical consumers emerge among Millennials, providing insight into their concerns and behaviors. Instead of being conceptualized as a single niche market, Millennials should be treated as a collection of submarkets that differ in their levels of awareness of ethical issues, consider discrete motives when making consumption decisions, and are willing to engage in cause-related purchasing to varying degrees. These findings have several critical implications for theory and practice. Copyright Springer Science+Business Media B.V. 2012

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    File URL: http://hdl.handle.net/10.1007/s10551-011-1151-z
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    Bibliographic Info

    Article provided by Springer in its journal Journal of Business Ethics.

    Volume (Year): 110 (2012)
    Issue (Month): 1 (September)
    Pages: 113-131

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    Handle: RePEc:kap:jbuset:v:110:y:2012:i:1:p:113-131

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    Web page: http://www.springerlink.com/link.asp?id=100281

    Related research

    Keywords: Millennials; Ethical consumption; Two-country sample; Clusters;

    References

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    1. A. Oumlil & Joseph Balloun, 2009. "Ethical Decision-Making Differences Between American and Moroccan Managers," Journal of Business Ethics, Springer, vol. 84(4), pages 457-478, February.
    2. Kirsty Golding & Ken Peattie, 2005. "In search of a golden blend: perspectives on the marketing of fair trade coffee," Sustainable Development, John Wiley & Sons, Ltd., vol. 13(3), pages 154-165.
    3. Jeffery Bray & Nick Johns & David Kilburn, 2011. "An Exploratory Study into the Factors Impeding Ethical Consumption," Journal of Business Ethics, Springer, vol. 98(4), pages 597-608, February.
    4. Brent Smith, 2011. "Who Shall Lead Us? How Cultural Values and Ethical Ideologies Guide Young Marketers’ Evaluations of the Transformational Manager–Leader," Journal of Business Ethics, Springer, vol. 100(4), pages 633-645, June.
    5. Bert Scholtens & Lammertjan Dam, 2007. "Cultural Values and International Differences in Business Ethics," Journal of Business Ethics, Springer, vol. 75(3), pages 273-284, October.
    6. Roberts, James A., 1996. "Green Consumers in the 1990s: Profile and Implications for Advertising," Journal of Business Research, Elsevier, vol. 36(3), pages 217-231, July.
    7. David Boyd, 2010. "Ethical Determinants for Generations X and Y," Journal of Business Ethics, Springer, vol. 93(3), pages 465-469, May.
    8. Noble, Stephanie M. & Haytko, Diana L. & Phillips, Joanna, 2009. "What drives college-age Generation Y consumers?," Journal of Business Research, Elsevier, vol. 62(6), pages 617-628, June.
    9. Sebnem Burnaz & M. Atakan & Y. Topcu & Anusorn Singhapakdi, 2009. "An Exploratory Cross-Cultural Analysis of Marketing Ethics: The Case of Turkish, Thai, and American Businesspeople," Journal of Business Ethics, Springer, vol. 90(3), pages 371-382, December.
    10. Hume, Margee, 2010. "Compassion without action: Examining the young consumers consumption and attitude to sustainable consumption," Journal of World Business, Elsevier, vol. 45(4), pages 385-394, October.
    11. Singhapakdi, Anusorn & Vitell, Scott J. & Kraft, Kenneth L., 1996. "Moral Intensity and Ethical Decision-Making of Marketing Professionals," Journal of Business Research, Elsevier, vol. 36(3), pages 245-255, July.
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