Green marketing: comparing the consumption of ecological products of generations X and Y

• Autor(a) principal: Magalhães, Carla
• Data de Publicação: 2021
• Outros Autores: Paço, Arminda, Alonso, Hugo, Oliveira, Marta
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Consumer Behavior Review
• Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/250619
• topic: green marketing; ecological products; marketing stimuli; generation X; generation Y.; marketing verde; produtos ecológicos; estímulos de marketing; geração X; geração Y.

This study analyzes the influence of certain marketing stimuli (advertising, information conveyed and price) on the consumption of ecological products, comparing the behavior of Portuguese consumers of generations X and Y. Through a quantitative, cross-sectional research, based on an online questionnaire, whose results were analyzed using the SPSS Statistics 25 software, we concluded that there are some similarities between both generations, such as the ability to identify ecological products and the predisposition for their purchase, the positive impact of communication campaigns with emotional appeal and the perception of the importance of the labels of ecological products. The variable that most distinguishes the behavior of both generations is price, since generation Y is more likely to pay a higher price for an ecological product. This investigation contributes to the literature on consumer behavior, especially within the scope of the “generation” variable, applied to the context of consumption of ecological products. It also helps companies to better position themselves in the relationship with consumers of both generations analyzed. The definition of more accurate targeting strategies in relation to promotion, price and purchase decision can then take as a starting point the results of this study.