Green purchase behavior: a study regarding mexican millennial consumers
DOI:
https://doi.org/10.24054/face.v19i2.472Keywords:
Afecto ecológico, preocupación ecológica, conocimiento ecológico, comportamiento de compra, consumidores millennials mexicanosAbstract
The objective of the research was to analyze sustainability and social development, in the quest to determine ecological purchase behavior (EPB) in millennial consumers. It was a descriptive quantitative study on a sample of 500 students, consumers chosen according to convenience criteria (men and women between 19 and 32 years old), conducted in the first half of 2017 in Mexico (States of Puebla, Tlaxcala, Guanajuato, Mexico, San Luis Potosí, Tabasco, and Querétaro). Personal questionnaires were administered using the Likert scale. Regarding the measurement of dependent and independent variables, various subscales forming the revised scale of attitudes and environmental knowledge (EAKS) by Maloney et al. (1975) were used. Consumers in Mexico show a positive attitude towards purchasing organic products and are even willing to stop buying from companies that pollute. Although stakeholders (Society, Government, Company, and universities) encourage consumption for millennials who are genuinely committed to the environment, they would not pay more for ecological products, stating they are aware of the economic shift for a change in health economy but do not want to spend more money on buying ecological products.
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