Abstract

LINDNER RADONS, Daiane; FLORES BATTISTELLA, Luciana  and  ZAMPIERI GROHMANN, Márcia. Generation and gender as moderators on pro-environmental purchase behaviour. Pensam. gest. [online]. 2016, n.41, pp.148-173. ISSN 1657-6276.

ABSTRACT The study aimed to verify as the generation and gender (moderating factors) affect the relationship between green purchase and environmental attitude, social influence, environmental concern, perceived seriousness of environmental problems, environmental responsibility, concern with self-image and innovative behavior. For both, descriptive and causal research with quantitative approach was developed, and as tool for data collection were administered questionnaires to university students. The questionnaires were developed based on studies of Doughfous, Petrof and Pons (1999) and Lee (2008). The findings showed that the Y and Z generations influence the relationship between environmental concern and green purchase, green purchase and social influence, and the male and female gender influence the relationship between social influence and green purchase.

Keywords : Consumer Behavior; Generations; Genres; Purchase Green; Young.

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