Open AccessExplaining green consumption: A cross-cultural study on young adult consumers through a multi-group comparison
Author(s) -
Judith CavazosArroyo,
Ana Paola Sánchez-Lezama
Publication year - 2022
Publication title -
estudios gerenciales
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.144
H-Index - 12
eISSN - 2665-6744
pISSN - 0123-5923
DOI - 10.18046/j.estger.2022.162.4701
Subject(s) - consumption (sociology) , green consumption , citizenship , identity (music) , young adult , social identity theory , psychology , geography , sociology , social group , social psychology , political science , economics , social science , developmental psychology , art , microeconomics , politics , production (economics) , law , aesthetics
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.