Ethical Consumers Among the Millennials: A Cross-National Study
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
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- David Boyd, 2010. "Ethical Determinants for Generations X and Y," Journal of Business Ethics, Springer, vol. 93(3), pages 465-469, May.
- 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.
When requesting a correction, please mention this item's handle: RePEc:kap:jbuset:v:110:y:2012:i:1:p:113-131. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Guenther Eichhorn)or (Christopher F. Baum)
If references are entirely missing, you can add them using this form.