Portuguese millennials and green buying behavioral intentions: application of the theory of planned behavior

• Autor(a) principal: Godinho, Catarina Maria Jorge
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/18394
• topic: Green marketing; Millennials; Theory of planned behavior; Motivation; Buying behavioral intention; Marketing ambiental; Comportamento; Gestão; Portugal

The awareness towards the topic of sustainability has grown, forcing a shift in the market. Consumers are now increasingly demanding for green products and services and to fulfill it, companies need to change their strategies and focus on green marketing. Millennials are the most informed social group due to the constant connectivity via Internet to the outer world and due to that, they are the leaders of this green movement. Their heterogeneity difficult the goal of companies of meeting their customers’ expectations and therefore, it is crucial to acknowledge which are their motivations to develop a purchase intention. A framework to study the determinants of a behavioral intention (Theory of Planned Behavior) was created based on three predictors: attitude, subjective norm and perceived behavioral control. However, this framework has opportunities of improvement since it does not consider experiences of an individual nor his identity. This research aims to fulfill this gap and analyze which are the most relevant determinants of behavior intention within the Portuguese millennials. Quantitative data was collected through a survey and that information was analyzed through PLS structural equation modeling. The results identify subjective norm, willingness to pay, green self-identity and past experience, as determinants of buying behavioral intention within the Portuguese millennials, meanwhile attitude does not impact it directly.