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Publicação
The effects of green perceived value and altruism on green consumption – A study on generations
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Orientador(es)
Resumo(s)
Guaranteeing the future of the planet becomes ever more urgent as population increases
and resources become scarce. Moving towards green consumption habits proposes one of
the solutions, thus, understanding its drivers is crucial. The present research assesses the
effects of green perceived value and altruism types on sustainable buying intentions,
behaviour and willingness to pay and investigates differences between generations: Baby
Boomers, Generation X and Millennials and Centennials. Findings suggest altruism, namely
pure altruism, to be the main driver for sustainable buying intentions and behaviour and
reveals that the generations furthest apart (Baby Boomers and Millennials and Centennials)
present the main difference against Generation X.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Green consumption Green Perceived Value Altruism Generations