Greener than others? Exploring generational differences in green purchase intent

Chang-Dae Ham, Un Chae Chung, Woo Jin Kim, Seo Yoon Lee, and Sang-Hwa Oh

This study explored the generation gap in American consumers' green perceptions and purchase intentions across four generations (Gen Z, Y, X, and Baby Boomers) from the perspectives of consumer socialization and social intelligence.

Introduction

The climate change generationis a term to describe the generation of young people who were born in a warming world and will be alive to witness how climate change plays out (Babb, 2020). According to recent research, over 80% of US youth between 14 and 24 worry about the health of the planet (Gilbert, 2021), whereas 41% of young adults selected climate change as the most threatening issue (Rowling, 2019). Gen Z, in particular, has been considered to be the most eco- conscious and green-friendly generation and has been dubbed "Generation Green" (Ad Age, 2020). Greg Petro,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands