Millennials: is 'green' your colour?

Aegean International Textile and Advanced Engineering Conference 2018

Bernardes, J.P.^1 ; Ferreira, F.^1 ; Marques, A.D.^1 ; Nogueira, M.^2

Universidade Do Minho, Escola de Engenharia, Departamento Têxtil, Campus de Azurém, Guimarães, Portugal^1

IPAM - Universidade Europeia, Rua Manuel Pinto Azevedo 748, Porto, Portugal^2

关键词: Focus groups;    Literature reviews;    Millennials;    Positive attitude;    research methods;    Sustainable consumption;   

Others  :  https://iopscience.iop.org/article/10.1088/1757-899X/459/1/012090/pdf
DOI  :  10.1088/1757-899X/459/1/012090

来源: IOP

【 摘 要 】

Millennials are defined as the group of people born between 1980 and 2000 and maintain a positive attitude in relation to sustainability. However, there is a contradiction between how Millennials think and act when it comes to sustainable consumption. It is interesting to determine which factors can influence their sustainable attitude and behaviour, and those influences can be personal and situational. Six different factors were selected from the literature review and were subject of analysis. The research method will be through three different focus groups with Millennial participants. After the analysis of the focus groups it was possible to understand that Millennials show a very positive attitude towards sustainability but this attitude is not translated in 'green' footwear purchasing behaviour.