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Nowadays the green marketing has been used as a marketing strategy, which obviously affects the buying decision for various reasons, among them is fashion, environmental awareness, and the sense of belonging to certain social groups, among others. Then, we can see the influence on the purchasing behavior on the millennium generation and their interest buying products that do not affect the environment.
It has been evident their concern about leaving a cleaner world for the future generations. Moreover, emotions are also an important variable to consider, as it exerts a significant influence on purchase as well as online shopping. There is a direct positive relationship between the customization of products and purchase intent. Likewise, online shopping provides many consumers, such as the elderly and disabled, the opportunity to compare and buy products that otherwise would not be possible to do by the traditional means. The generation called millennials might be the most powerful in consumption, the strongest pillar of this industry in 2017, according to estimates of the software company SAP business.
The experience at the time of purchase has become almost as important as the product that will be consumed, according to Lori Mitchell Keller, senior vice president of SAP for Retail industry factor, which characterizes the so call millennials they will represent the 50 percent of global consumption in 2017 (Orozpe, 2014).Regarding this, it is important to consider the role that the millennium generation plays in society. Since they represent about 90 million of around 318 million people only in the United States; and approximately two billion people in the world, over 7.1 billion people worldwide.
They spend about 200 billion a year, and this figure is expected to double by 2020 (Karr, 2014). They are a group of young people born between the early eighties to the early 2000. There are several texts that point to other time ranges; however, these dates were the most accepted following the book Millennials Rising: The Next Great Generation of W. Strauss. This generation has been identified as the responsible for the future of the American nation, and therefore this has added a great deal of attention in the last years (Rattinger, 2014).
The millennium generation observes the reputation of the brands. Read the labels of the products they consume and research about the packaging of products to discerning whether a product is favorable or not to the environment (Taken & Brower, 2012). According to (Van Den Bergh & Beher, 2012) millennials are impatient, family oriented, inquisitive, used to give their opinion, diverse, organized, smart street and connected.
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