Explaining green consumption: A cross-cultural study on young adult consumers through a multi-group comparison

Abstract

This research compared, through a multigroup analysis, green consumption among young adult consumers in Mexico and Spain. Thus, the effect of their connection to nature, environmental citizenship, activism and environmental social identity on green consumption was analyzed. A quantitative, explanatory, and cross-sectional methodology was developed, which involved the application of an instrument to 447 Mexican and 120 Spanish young adults. The primary results related to green consumption did not suggest different environmental behavior patterns between the samples. When combined, it was found that environmental social identity and environmental citizenship did not always translate into green consumption. However, young adult consumers who were more connected to nature were more likely to consume eco-friendly products.

Neuromarketing In Traditional Ecuadorian Gastronomy and Its Influence on The Millennial Generation

“…The technological development that has accompanied the growth of millennials has inspired the creation of advertising strategies aimed specifically at capturing their attention (27). In this context, neuromarketing has become an innovative direction to study consumer behavior (28), as it uses tools that allow for in-depth research into consumers' true reactions and obtain relevant data to highlight preferences in traditional Ecuadorian gastronomy (29).…”