Green Marketing: Millennials’ Perceptions of Environmentally Friendly Consumer Packaged Goods Products
This research study sought to examine the influence of the traditional marketing variables, specifically those techniques used to communicate, directly or indirectly, the eco-friendliness of consumer packaged goods (CPG) products to millennials. Of particular interest are how perception and product cues are tied to purchase and how the attitudes of millennial consumers impact satisfaction for and purchases of eco-friendly consumer packaged goods. In addition, the study will discuss the interaction between the climatic/environmental effects of non-eco-friendly CPGs. The results will add to existing literature about the subject and provide direction to businesses interested in targeting pro-environment consumers.
Index Terms - Green marketing, millennials, consumer packaged goods, strategy.