Millennials' green consumption behaviour: Exploring the role of social media

Bedard, Stephanie Anne Nicole; Tolmie, Carri R.

doi:10.1002/csr.1654

Cited by 161 publications

(148 citation statements)

References 53 publications

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“…Social media and online influencers could be seen as a booster of the ZW principles on the household level. Bedard and Tolmie (2018) found a positive relationship between levels of social media usage and levels of green purchase intentions. They also found that online interpersonal influence has an impact on green purchase intentions.…”

Section: Determinants Of the Zero Waste Consumer Lifestylementioning

confidence: 86%

Determinants of Adopting a Zero Waste Consumer Lifestyle

SÄƒplÄƒcan

Márton

2019

RBS

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As of 2019, Euromonitor International predicted that one of the most emerging consumer trends would be the aspiration and acting for a plastic-free world. The concept of Zero waste has been widely discussed in production technology and waste management literature, however, in recent years environmentally conscious consumers also decided to get more involved in concrete -and sometimes radical -waste reduction actions, even lifestyle changes. These initiatives were also supported by the authorities by banning certain single-use plastic items in the European Union by 2021. Media and social media personalities also have thematized the waste pollution problem and have brought closer to the population the principles of zero waste lifestyle. While the environmentally conscious consumer behavior has been researched widely before, the diffusion of zero waste principles at household level has not been in the researchers' focus. The present study aims to conceptualize and then identify the dimensions and the determinants of a zero waste consumer lifestyle. Questionnaire-based research has been delivered on a sample of 378 people active in zero waste social media groups in Hungary. Our results reveal that the waste reduction initiatives are the most important components of the zero waste behavior; however, dimensions of reusing and recycling products, packages or waste are also identified. The zero waste consumer is driven by altruistic motivations, is nonconformist, guided by his own values and convictions, shows positive attitude towards zero wasters' efforts, follows social media influencers' videos in zero waste matters and is active in social media groups.

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Section: Determinants Of the Zero Waste Consumer Lifestylementioning

confidence: 86%

Determinants of Adopting a Zero Waste Consumer Lifestyle

SÄƒplÄƒcan

Márton

2019

RBS

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“…For instance, for millennials from high power distance and uncertainty avoidance countries (e.g. Russia) luxury managers should invest additional resources to social media use, social media strategies, investing in influencers, offering exclusive promotions (Bedard and Tolmie, 2018) and comprehensive information. Luxury companies could benefit by facilitating interactions between company and consumers through including a hyperlink on their website with consumers' trial experiences, assessment of their brands and ratings (Bei et al, 2004;Chen et al, 2016;Dellarocas, 2003).…”

Section: Discussionmentioning

confidence: 99%

“…These recommendations can help them to develop brand attitudes. Moreover, as millennials post their item ratings, reviews and online experiences (Bedard and Tolmie, 2018) they are often well-informed on items that being bought by others. As was found in prior studies, susceptibility to informative influence can be highly impactful in decision-making processes and it has a significant effect on attitude toward the brand (Gentina et al, 2016;Chen et al, 2016).…”

Section: Susceptibility To Informative Influencementioning

confidence: 99%

Factors Affecting Millennials’ Attitudes toward Luxury Fashion Brands: A Cross-Cultural Study

Burnasheva¹,

GuSuh²,

Villalobos-Moron³

2019

IBR

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The millennials are an important cohort in luxury market, because of their purchasing power and the power of social media interaction. However, little is known about factors underlying their attitudes toward luxury fashion brands and online purchase intentions. This study explores whether materialism, a need for uniqueness, susceptibility to informative influence, and social media usage affect millennials’ attitudes toward luxury fashion brands and online purchase intentions. In addition, this research examines cross-cultural differences between Russian and Korean millennials based on four cultural dimensions of Hofstede’s model. The results indicated that all factors significantly related to attitudes towards luxury brands, and this, in turn, positively effect on online purchase intentions. Moreover, the results indicated that millennials from Korea and Russia pursue a need for uniqueness, some differences were revealed regarding materialism, susceptibility to informative influence and social media usage. Theoretical and practical implications are further discussed.

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“…Consequently, millennials have become a remarkable group for study given their distinctive behavior as compared to other generations [7], their sharing of common values [24,25], enjoyment of life experiences [26], pursuance of specific motivations [3,5,14,27], and purchasing behavior [24,28]. Millennials are characterized as having a higher education level than other generations [1,29] or by the intensive use and adaptation of technology in their daily lives [17,28,30,31]. This consumer group exhibits different food purchasing behavior from other groups, are highly aware of their eating habits [7,31], and are more likely to come across an innovative food product on the market in a near future [24].…”

Section: Food Naturalness and Millennials' Behaviormentioning

confidence: 99%

The Importance Given to Food Naturalness Attributes by Millennial University Students

2020

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So-called natural food is one of the most significant current trends in the food business. Despite this trend, previous research on the measurement of naturalness has made no distinction between different groups of consumers. Therefore, the objective of this study is to explore the attributes important to millennial university students when evaluating food naturalness. The study is based on a questionnaire administered to a sample of 372 respondents. Using a partial least square (PLS) methodology, it performs a standard confirmatory factor analysis for measurement and validations. As a result, it identifies one attribute linked to how the food is grown and eight attributes associated to how it is produced and processed. These findings have several implications. Apart from testing previous scales in a millennial context, they confirm that market strategies must take different understandings of naturalness into account contingent upon the consumer group.

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Millennials' green consumption behaviour: Exploring the role of social media

Cited by 161 publications

References 53 publications

Determinants of Adopting a Zero Waste Consumer Lifestyle

Determinants of Adopting a Zero Waste Consumer Lifestyle

Factors Affecting Millennials’ Attitudes toward Luxury Fashion Brands: A Cross-Cultural Study

The Importance Given to Food Naturalness Attributes by Millennial University Students

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