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Environmental concerns – uniting generations for a global cause in turbulent times

dc.contributor.authorSilva, Susana Costa e
dc.contributor.authorDuarte, Paulo
dc.contributor.authorMartins, Carla
dc.contributor.authorCollaço, Paulo
dc.date.accessioned2021-10-08T17:43:02Z
dc.date.available2021-10-08T17:43:02Z
dc.date.issued2021
dc.description.abstractA radical set of social and structural shifts in the last years has transformed the world, bringing a confusing order that few have been able to predict. Common sense information and myths about Millennials’ generation define them as being very homogeneous and different from other generations, which would be already a complex dimension to analyze. However, the complexity increases according to some studies that suggest that other generations have a flawed perception of Millennials. Based on this, the purpose of this chapter is to assess the self-image Millennials regarding consumption behavior and compare it with how they are perceived by other generations, namely, Boomers and Generation Xers. Identifying and understanding the differences could assist in improving the ability to market to them. To conduct this study, a survey was developed to collect data from each group of interest located in the same institutional setting to avoid institutional distance. The constructs included were Technology Savviness, Social Responsibility, Environmental Concern, Status Consumption, and Brand Loyalty. The final sample consisted of 342 participants where 182 were Millennials (53.8%) and the remaining 160 were either Baby Boomers or Generation Xers (42.8%). The current results support the idea of differences between self and other perception, although not in every dimension. The results show that Millennials and older generations have different perceptions regarding Millennial technology savviness, social responsibility, status consumption, and brand loyalty. Environmental concern was the only dimension where the self-opinion of Millennials did not differ from the other generations. Current findings are pertinent because differences in Millennial’s behaviors are important for companies addressing international markets. These results challenge research conducted in other cultural landscapes and call for the need to validate the typical pattern, which lays over the idea that there are significant differences among Millennials’ self-perception and perception of others about them. Because this information provides useful knowledge for brands to become more effective, it is crucial for managers of companies conducting business in a global context to be acquainted with it. This will promote the possibilities to create and maintain close relationships with the Millennials, taking into account the institutional setting in which they grew up. Finally, this study emphasizes the importance of environmental concerns in the current world, which may have the power to unite different generations for a single global cause, thus sorting out some of the confusion.pt_PT
dc.description.versioninfo:eu-repo/semantics/acceptedVersionpt_PT
dc.identifier.doi10.1108/S1745-886220210000015023pt_PT
dc.identifier.eid85107766321
dc.identifier.isbn9781800432451
dc.identifier.isbn9781800432444
dc.identifier.urihttp://hdl.handle.net/10400.14/35467
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/pt_PT
dc.subjectBrand loyaltypt_PT
dc.subjectEnvironmental responsibilitypt_PT
dc.subjectGenerational differencespt_PT
dc.subjectGenerational gappt_PT
dc.subjectMillennialspt_PT
dc.subjectSocial concernpt_PT
dc.subjectTechnology savvinesspt_PT
dc.titleEnvironmental concerns – uniting generations for a global cause in turbulent timespt_PT
dc.typebook part
dspace.entity.typePublication
oaire.citation.endPage433pt_PT
oaire.citation.startPage417pt_PT
oaire.citation.titleProgress in International Business Researchpt_PT
oaire.citation.volume15pt_PT
person.familyNameSilva
person.familyNameDuarte
person.familyNameMartins
person.givenNameSusana C.
person.givenNamePaulo
person.givenNameCarla
person.identifierE-2200-2014
person.identifier.ciencia-id5818-1A55-F727
person.identifier.ciencia-id6211-A867-20E2
person.identifier.ciencia-idB111-AC5C-6B80
person.identifier.orcid0000-0001-7979-3944
person.identifier.orcid0000-0001-8449-5474
person.identifier.orcid0000-0001-6542-2544
person.identifier.ridE-2200-2014
person.identifier.ridB-3914-2011
person.identifier.scopus-author-id37076829400
person.identifier.scopus-author-id25824785800
person.identifier.scopus-author-id22135273100
rcaap.rightsopenAccesspt_PT
rcaap.typebookPartpt_PT
relation.isAuthorOfPublication42214927-65c3-42a2-98ea-ae8c3a3eae19
relation.isAuthorOfPublicationcac5c148-c5c2-4303-9261-1cca1c107bbd
relation.isAuthorOfPublication1b17274a-2117-415e-b5e8-4aa246ce18f0
relation.isAuthorOfPublication.latestForDiscovery42214927-65c3-42a2-98ea-ae8c3a3eae19

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