Millennial generation and sustainable consumption: an application of the Theory Planned Behavior
DOI:
https://doi.org/10.51359/2526-7884.2024.254469Keywords:
millennial generation, consumption, sustainabilityAbstract
The present study aims to understand the importance of corporate social responsibility (CSR) as a factor influencing the purchase intention of Portuguese Millennials in the cosmetics sector, using the Theory of Planned Behavior. The study was developed based on a quantitative methodology, applied using an online questionnaire, answered by 193 Millennials. The results demonstrate that attitude, control, and concern are predictors of the intention to purchase socially responsible cosmetics and that CSR is an influencing factor of the purchase intention of Portuguese Millennials surveyed in the cosmetic industry sector. These results have implications for business performance, in a context where we are witnessing the emergence of a more aware and informed consumer market, in which the Millennial Generation fits, and where the criteria of CSR are considered in consumption. It also has implications for scientific research on the subject in Portugal where studies are still relatively scarce.
References
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Alonso‐Almeida, M. D. M., & Llach, J. (2018). Socially responsible companies: Are they the best workplace for millennials? A cross‐national analysis. Corporate Social Responsibility and Environmental Management, 26(1), 238-247. https://doi.org/10.1002/csr.1675.
Ashton, W. S., Hurtado-Martin, M., Anid, N. M., Khalili, N. R., Panero, M. A., & McPherson, S. (2017). Pathways to cleaner production in the Americas I: bridging industry-academia gaps in the transition to sustainability. Journal of Cleaner Production, 142(P1), 432-444. https://doi.org/10.1016/j.jclepro.2016.03.116.
Askadilla, W. L., & Krisjanti, M. N. (2017). Understanding Indonesian Green Consumer Behavior on Cosmetic Products: Theory of Planned Behavior Model. Polish Journal of Management Studies, 15(2), 7-15.
Ayoun, S., & Ghallab, N. (2017). Les déterminants de la consommation verte: une exploration théorique et proposition de modèle. Revue Dirassat Iqtissadiya, 2(4), 1015- 1036. https://doi.org/10.46317/1423-004-002-021.
Balderjahn, I., Peyer, M., & Paulssen, M. (2013). Consciousness for fair consumption: conceptualization, scale development and empirical validation. International Journal of Consumer Studies, 37(5), 546-555. https://doi.org/10.1111/ijcs.12030.
Barton, C., Fromm, J., & Egan, C. (2012). The Millennial Consumer – Debunking Stereotypes. The Boston Consulting Group.
Barton, C., Koslow, L., & Beauchamp, C. (2014). How Millennials Are Changing the Face of Marketing Forever – The Reciprocity Principle. The Boston Consulting Group.
Bengtsson, M., Alfredsson, E., Cohen, M., Lorek, S., & Schroeder, P. (2018). Transforming systems of consumption and production for achieving the sustainable development goals: moving beyond efficiency. Sustainability Science, 13(6), 1533–1547. https://doi.org/10.1007/s11625-018-0582-1.
Bhattacharya, C. B., & Sen, S. (2004). Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives. California Management Review, 47(1), 9-24. https://doi.org/10.2307/41166284.
Bollani, L., Bonadonna, A., & Peira, G. (2019). The Millennials’ Concept of Sustainability in the Food Sector. Sustainability, 11(10), 2984-3002. https://doi.org/10.3390/su11102984.
Bom, S., Jorge, J., Ribeiro, H. M., & Marto, J. (2019). A step forward on sustainability in the cosmetics industry: A review. Journal of Cleaner Production, 225, 270-290. https://doi.org/10.1016/j.jclepro.2019.03.255.
Bucic, T., Harris, J., & Arli, D. (2012). Ethical Consumers Among the Millennials: A Cross-National Study. Journal of Business Eth.cs, 110(1), 113-131. https://doi.org/10.1007/s10551-011-1151-z.
Carrigan, M., & Attalla, A. (2001). The myth of the ethical consumer - do ethics matter in purchase behaviour? Journal of Consumer Marketing, 18(7), 560-578. https://doi.org/10.1108/07363760110410263.
Castaldo, S., Perrini, F., Misani, N., & Tencati, A. (2009). The Missing Link Between Corporate Social Responsibility and Consumer Trust: The Case of Fair Trade Products. Journal of Business Ethics, 84(1), 1-15. https://doi.org/10.1007/s10551-008-9669-4.
Chun, R. (2016). What Holds Ethical Consumers to a Cosmetics Brand: The Body Shop Case. Business & Society, 55(4), 528-549. https://doi.org/10.1177/0007650313520201.
Comissão Europeia. (2011). Responsabilidade social das empresas: uma nova estratégia da UE para o período de 2011-2014. Comunicação da Comissão ao Parlamento Europeu, ao Conselho, ao Comité Económico e Social Europeu e ao Comité das Regiões.
Harrington, B., Deusen, F. V., Fraone, J. S., & Morelock, J. (2015). How Millennials Navigate Their Careers: Young Adult Views on Work, Life and Success. Boston College Center for Work & Family.
He, Y., & Lai, K. K. (2014). The effect of corporate social responsibility on brand loyalty: the mediating role of brand image. Total Quality Management & Business Excellence, 25(3-4), 249-263. https://doi.org/10.1080/14783363.2012.661138.
Howe, N., & Strauss, W. (2000). Millennials Rising: The Next Great Generation. Vintage Books.
Howe, N., & Strauss, W. (2007). The Next 20 Years: How Customer and Workforce Attitudes Will Evolve. Harvard Business Review, 85(7-8), 41-52.
Hsu, C. L., Chang, C. Y., & Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of Retailing and Consumer Services, 34, 145-152. https://doi.org/10.1016/j.jretconser.2016.10.006.
Liobikienè, G., & Bernatonienè, J. (2017). Why determinants of green purchase cannot be treated equally? The case of green cosmetics: Literature review. Journal of Cleaner Production, 162, 109-120. https://doi.org/10.1016/j.jclepro.2017.05.204.
Lopes, M. M. C., & António, N. J. D. S. (2016). Responsabilidade Social Empresarial em Portugal: do Mito à Realidade. International Business and Economics Review, 7, 110-138.
Maichum, K., Parichatnon, S., & Peng, K. C. (2016). Application of the Extended .Products among Thai Consumers. Sustainability, 8(10), 1077-1096. https://doi.org/10.3390/su8101077.
Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior. The Journal of Consumer Affairs, 35(1), 45-72. https://doi.org/10.1111/j.1745-6606.2001.tb00102.x.
Niankara, I., Zoungrana, D. T. (2018). Interest in the biosphere and students environmental awareness and optimism: A global perspective. Global Ecology and Conservation, 16, 1-16. https://doi.org/10.1016/j.gecco.2018.e00489.
Palihawadana, D., Oghazi, P., & Liu, Y. (2016). Effects of ethical ideologies and perceptions of CSR on consumer behavior. Journal of Business Research, 69(11), 4964-4969. https://doi.org/10.1016/j.jbusres.2016.04.060.
Pomarici, E., & Vecchio, R. (2014). Millennial generation attitudes to sustainable wine: an exploratory study on Italian consumers. Journal of Cleaner Production, 66, 537-545. https://doi.org/10.1016/j.jclepro.2013.10.058.
Smith, K. T., & Brower, T. R. (2012). Longitudinal study of green marketing strategies that influence Millennials. Journal of Strategic Marketing, 20(6), 535-551. https://doi.org/10.1080/0965254X.2012.711345.
United Nations. (2016). Guidelines for Consumer Protection. United Nations Conference on Trade and Development, Geneva.
Vázquez-Burguete, J. L., Sahelices-Pinto, C., & Lanero-Carrizo, A. (2017). Corporate social responsibility and consumer behavior in the cosmetics sector: a study in the Spanish context. International Review on Public and Nonprofit Marketing, 14(3), 375-390. https://doi.org/10.1007/s12208-017-0178-y.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 CBR - Consumer Behavior Review
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright Statement
- The authors authorize the publication of the article in the journal.
- The opinions and ideas expressed in articles are the authors' sole responsibility.
- The authors guarantee that the article is not the result of plagiarism. Failure to do so may result in penalties for the situation.
- Editors can adjust the text and formatting to fit the article according to the journal's publication standards.
- The articles published are the property of CBR and are protected by copyright. However, authors can disclose and make their articles available for free.
