What triggers young Millennials to purchase eco-friendly products?: the interrelationships among knowledge, perceived consumer effectiveness, and environmental concern. Issue 4 (19th May 2019)

• Record Type: Journal Article
• Authors: Heo, Jun; Muralidharan, Sidharth
• Is Part Of: Journal of marketing communications. Volume 25:Issue 4(2019)
• Page Start: 421
• Page End: 437
• Publication Date: 2019-05-19
• Subjects: Green marketing -- environmental knowledge -- perceived consumer effectiveness -- environmental concern -- environmentally conscious consumer behaviour; Communication in marketing -- Periodicals; 658.8
• DOI: 10.1080/13527266.2017.1303623
• Languages: English
• ISSNs: 1352-7266

Abstract

Abstract: As the attention to environmental sustainability heightens, marketers increasingly claim that their products help preserve the environment. Without proper understanding of how emerging target markets, such as young Millennials, are triggered to purchase green claims, their efforts may be futile. Accordingly, the current study examined the interrelationships among major environmental antecedents, such as environmental knowledge (EK), perceived consumer effectiveness (PCE), and environmental concern (EC) on environmentally conscious consumer behaviour (ECCB). The results of an online survey with younger Millennials revealed that EK and EC were significant predictors of ECCB, with EC being the stronger predictor. Unlike past literature, PCE was not directly related to ECCB. The study also found a strong mediating role of EC between EK and ECCB, as well as PCE and ECCB. Implications for green marketers are discussed, along with theoretical discussion.