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  • Ethical Consumers Among the Millennials: A Cross-National Study

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    Author(s)
    Bucic, Tania
    Harris, Jennifer
    Arli, Denni
    Griffith University Author(s)
    Arli, Denni
    Year published
    2012
    Metadata
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    Abstract
    Using two samples drawn from contrasting developed and developing countries, this investigation considers the powerful, unique Millennial consumer group and their engagement in ethical consumerism. Speci?cally, this study explores the levers that promote their ethical consumption and the potential impact of country of residence on cause-related purchase decisions. Three distinct subgroups of ethical consumers emerge among Millennials, providing insight into their concerns and behaviors. Instead of being conceptualized as a single niche market, Millennials should be treated as a collection of submarkets that differ in their ...
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    Using two samples drawn from contrasting developed and developing countries, this investigation considers the powerful, unique Millennial consumer group and their engagement in ethical consumerism. Speci?cally, this study explores the levers that promote their ethical consumption and the potential impact of country of residence on cause-related purchase decisions. Three distinct subgroups of ethical consumers emerge among Millennials, providing insight into their concerns and behaviors. Instead of being conceptualized as a single niche market, Millennials should be treated as a collection of submarkets that differ in their levels of awareness of ethical issues, consider discrete motives when making consumption decisions, and are willing to engage in cause-related purchasing to varying degrees. These ?ndings have several critical implications for theory and practice
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    Journal Title
    Journal fo Business Ethics
    Volume
    110
    Issue
    1
    DOI
    https://doi.org/10.1007/s10551-011-1151-z
    Copyright Statement
    © 2012 Springer Netherlands. This is an electronic version of an article published in Journal of Business Ethics, September 2012, Volume 110, Issue 1, pp 113-131. Journal of Business Ethics is available online at: http://link.springer.com/ with the open URL of your article.
    Subject
    Marketing
    Consumer-oriented product or service development
    Applied ethics
    Publication URI
    http://hdl.handle.net/10072/47266
    Collection
    • Journal articles

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