An examination of marketing techniques that influence Millennials' perceptions of whether a production is environmentally friendly/ Katherine T. Smith

By:

Smith, Katherine T [author]

Material type: Text

TextSeries: Journal of strategic marketing ; Volume18 , number 6 ,Abingdon: Routledge Taylor and Francis, 2010Content type:

text

Media type:

unmediated

Carrier type:

volume

ISSN:

0965-254X

Subject(s):

Online resources:

Click here to access online

Summary: People's concern for the environment is prevalent throughout the world. Businesses have responded by creating and marketing products that are ‘green’ or environmentally friendly. While there have been a variety of studies on green marketing, there has been little academic research on green marketing to Generation Y, also called Gen Y or Millennials. The purpose of this study is to provide a brief review of environmental issues, including examples of past research, and to identify effective marketing techniques that businesses can use in communicating the environmentally friendliness of their products to Millennials. A survey of 602 Millennials was made to gather data for the study. Results indicate that there are marketing techniques that are considerably more effective than others, and that in some cases there are differences between males and females in how these techniques are perceived.

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Holdings
Item type	Current library	Call number	Vol info	Copy number	Status	Notes	Date due	Barcode
Journal Article	Main Library - Special Collections	HF5415.13 JOU (Browse shelf(Opens below))	Vol 18, No 6 pages 437-451	SP6257	Not for loan	For In-house use only

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People's concern for the environment is prevalent throughout the world. Businesses have responded by creating and marketing products that are ‘green’ or environmentally friendly. While there have been a variety of studies on green marketing, there has been little academic research on green marketing to Generation Y, also called Gen Y or Millennials. The purpose of this study is to provide a brief review of environmental issues, including examples of past research, and to identify effective marketing techniques that businesses can use in communicating the environmentally friendliness of their products to Millennials. A survey of 602 Millennials was made to gather data for the study. Results indicate that there are marketing techniques that are considerably more effective than others, and that in some cases there are differences between males and females in how these techniques are perceived.

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