GREEN PURCHASE BEHAVIOR: A STUDY REGARDING MEXICAN MILLENNIAL CONSUMERS

Emigdio Larios-Gómez

Resumen


The objective of the research was to analyze sustainability and social development, in the search to determine the Ecological purchasing behavior (EPB) in millennials consumers. It was a quantitative descriptive study in a sample of 500 students, consumers chosen according to the criterion of convenience (men and women between 19 and 32 years), made in the first half of 2017 in Mexico (States of Puebla, Tlaxcala, Guanajuato, San Luis Potosí, Tabasco and Querétaro). With the personal application of questionnaires using the Likert scale. Regarding the measurement of dependent and independent variables, he used the various subscales that make up the revised scale of attitudes and environmental knowledge (EAKS) by Maloney et al. (1975). The consumer in Mexico presents a positive attitude toward the purchase of organic products and is even willing to stop buying those companies that pollute. Even though the stakeholders (Society, Government, Company and universities) stimulate consumption to millennials, who are really committed to the environment, they would not pay more for ecological products, they say that they are being aware of the economic change for a change of health, but they want not pay more money for buying ecological products.

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DOI: https://doi.org/10.24054/01204211.v2.n2.2019.3689

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