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The generational cohort effect in the context of responsible consumption

Author

Listed:
  • Olga Ivanova Ruffo

    (ICN Business School)

  • Javier Flores Zamora

    (ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Insaf Khelladi

    (ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Silvester Ivanaj

    (ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

This article aims to identify the generational cohort effect on responsible consumer behavior. Based on the theory of planned behavior (TPB) and the generational cohort theory(GCT), the authors test the impact of perceived consumer effectiveness, media exposure, thesocial group influence of family and peers and self-identity on the intention of Generation X and Generation Y to purchase environmentally responsible products. Design/methodology/approach – The data were collected from 1870 respondents in France. Based on the factor scores from a confirmatory factor analysis, we tested for interaction effects by employing regression and path analyses. A two-group structural model evaluated the strength of each cohort's direct effects and the significant differences between the groups. Findings - The results reveal a generational (cohort) effect on the relationship between perceived consumer effectiveness and media exposure and the intention to purchase environmentally responsible products. Research limitations/implications – Our convenience sample shows bias towards younger people, especially students. In addition, some latent variables show low AVE scores, probably due to scale interpretation differences. By measuring purchasing intentions, the study disregards the actual behavior of consumers. Practical implications – To increase consumers' personal involvement in responsible purchasing behaviors, marketers could cater to the social desirability side of Gen Y by emphasizing products that express community values; on the other hand, marketers could appeal to the perceived consumer effectiveness of Gen X by providing more information and convincing them that their actions matter. Social implications – The efficiency of awareness and promotional campaigns for environmentally responsible products will be enhanced when marketers employ segmentation based on generational cohorts. Originality/value - The study contributes to a better understanding of responsible consumer behavior by identifying generational cohort differences.

Suggested Citation

  • Olga Ivanova Ruffo & Javier Flores Zamora & Insaf Khelladi & Silvester Ivanaj, 2018. "The generational cohort effect in the context of responsible consumption," Post-Print hal-01809946, HAL.
    • Handle: RePEc:hal:journl:hal-01809946
    DOI: 10.1108/MD-12-2016-0915
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    Cited by:

    1. Ahsan Siraj & Shilpa Taneja & Yongming Zhu & Hongbing Jiang & Sunil Luthra & Anil Kumar, 2022. "Hey, did you see that label? It's sustainable!: Understanding the role of sustainable labelling in shaping sustainable purchase behaviour for sustainable development," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2820-2838, November.

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