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| Author: | Smith, K. T. |
| Title: | An examination of marketing techniques that influence Millennials' perceptions of whether a product is environmentally friendly |
| Journal: | Journal of Strategic Marketing
2010 : OCT, VOL 18:6, p. 437-450 |
| Index terms: | marketing environment effectiveness USA |
| Language: | eng |
| Abstract: | The paper aims to improve on the current research on green marketing by focusing on the marketing of environmentally friendly products that is especially aimed to "Generation Y" (also known as Gen Y or Millennials). Through reviewing past research and conducting a survey of 602 Millennials from a North American university, effective marketing techniques for communicating green products to the target group are identified. It was also found that sometimes there seems to exist differences between male and female perceptions of these techniques. |
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