Greener than others? Exploring generational differences in green purchase intent

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...