Exploring the antecedents of green and sustainable purchase behaviour: A comparison among different generations

Casalegno, Cecilia; Candelo, Elena; Santoro, Gabriele

doi:10.1002/mar.21637

Cited by 116 publications

(58 citation statements)

References 57 publications

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“…Lastly, consumers' pursuit of sustainable consumption would depend on a lot of factors other than physical activity, such as their socioeconomic status (Kim et al, 2022), narcissism and faith in humanity (Bowen et al, 2022), generational cohort (Casalegno et al, 2022), and mindfulness (Kaur & Luchs, 2021). The integration of such consumer‐related factors that shape sustainable consumption along with physical activity should be pursued by future research.…”

Section: Limitations and Future Research Directionsmentioning

confidence: 99%

Sweat it for sustainability: Impact of physical activity/exercise on sustainable consumption

Sarkar

Dwivedi

et al. 2022

Psychology and Marketing

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What would make the "elusive" green consumer actually choose sustainable products? This research draws from "dopamine hypothesis of reward" to demonstrate that physical activity/exercise (regular and immediate) is a vital factor in determining consumers' sustainable behaviors. More specifically, it examines the role of physical activity/exercise on sustainable consumption behaviors as well as the role of emotional intelligence and sustainability claims.Five studies were conducted to test the hypothesized relationships. The findings from Study 1a and 1b establish direct causal link between physical activity/exercise and customers' sustainable consumption behaviors. Studies 2a and 2b show that emotional intelligence (trait-based and ability-based) may explain the effect of physical activity/exercise (regular and immediate) on sustainable consumption behaviors. Finally, the findings from Study 3 demonstrate that sustainability claims moderate the effect of emotional intelligence on sustainable consumption behaviors. These findings offer significant implications for retailers and marketers to use physical activity/exercise as a strategic intervention to positively influence consumers' evaluation and behaviors toward sustainable products.

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Section: Limitations and Future Research Directionsmentioning

confidence: 99%

Sweat it for sustainability: Impact of physical activity/exercise on sustainable consumption

Sarkar

Dwivedi

et al. 2022

Psychology and Marketing

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show abstract

“…Nejad et al (2015) and, more recently, Bu et al (2022) have observed a high degree of homophily, defined as “contact between similar people [which] occurs at a higher rate than among dissimilar people” on social networks (McPherson et al, 2001). This is true across generations and affects aspects as consumer behaviour (Casalegno et al, 2022) and social networks' building (Ballestar et al, 2016). Notably, in the general polarisation between activists and deniers, Twitter provides an “echo chamber” in which individuals interact with like‐minded people, creating communities dominated by a single approach.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

An artificial intelligence analysis of climate‐change influencers' marketing on Twitter

Ballestar

Martín‐Llaguno

Sáinz

2022

Psychology and Marketing

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Designing marketing strategies with social media influencers are becoming increasingly relevant for setting political agendas. This study focuses on how two representative social influencers, Greta Thunberg and Bill Gates, engage in advising against climate change. The investigation uses 23,294 tweets posted by them or their followers citing them on climate change around the 25th edition of the United Nations Climate Change Conference. This study applies artificial intelligence and natural language processing to analyse the marketing mechanism of social influencers. We scrutinize the sentiment of the messages and then identify and analyse the different networks constructed around them to discern how pervasive a social influencer's message is. The results show that Thunberg and Gates follow different and unconnected strategies to deliver their messages to their followers.

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“…Generally, each generation of the population has its own specificities, especially in the green and sustainable area (Casalegno et al, 2022;Ham et al, 2021). However, we do not know how each generation behaves in the sharing economy environment concerning their willingness to supply and demand unused assets.…”

Section: Introductionmentioning

confidence: 99%

Marketing Perspectives on Supply and Demand in the Sharing Economy: Who Are the Target Generations?

Pelech¹

2023

CEBR

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The sharing economy is an interesting socio-economic system that has been studied by many researchers worldwide. It is an area that will affect the patterns of behaviour, processes, and thinking experienced in various fields. The sharing economy is specific in that some people who have an asset they do not fully use may be willing to share it with consumers who do not have the asset but need it for a specific reason but are unable to or do not want to buy it. Platforms operating in the sharing economy need to know whom to target with their marketing strategy to spend marketing costs effectively. We used cluster analysis, chi-square test, Kruskal-Wallis test, and descriptive analysis of data collected from 684 respondents across Generations X, Y, and Z within the Czech Republic. We identified who constitutes the general supply and demand of unused assets. While the willingness to supply prevails among Generation Y, the willingness to demand prevails among Generation Z. For Generation X, the willingness to supply and the willingness to demand are almost equal. Using cluster analysis, we defined three basic groups of participants in the sharing economy: double-sided active participants, one-sided active participants, and inactive participants. We summarise new findings not only from a theoretical but also from a practical perspective. Implications for Central European audience: Platforms active in the sharing economy may better understand Czech customers regarding their supply and demand of unused assets. The results could also be useful for managers in other countries of the Central European region. The findings may help to enrich the theoretical knowledge of the sharing economy and its impact on marketing. Platforms can save money on marketing communications by focusing their marketing communications on a specific generation.

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Exploring the antecedents of green and sustainable purchase behaviour: A comparison among different generations

Cited by 116 publications

References 57 publications

Sweat it for sustainability: Impact of physical activity/exercise on sustainable consumption

Sweat it for sustainability: Impact of physical activity/exercise on sustainable consumption

An artificial intelligence analysis of climate‐change influencers' marketing on Twitter

Marketing Perspectives on Supply and Demand in the Sharing Economy: Who Are the Target Generations?

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