Ethical Consumers Among the Millennials: A Cross-National Study
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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
Journal fo Business Ethics
© 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.
Consumer-Oriented Product or Service Development