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TitleMillennials: is ‘green’ your colour ?
Author(s)Bernardes, João Pedro
Ferreira, Fernando
Marques, António Dinis
Nogueira, Mafalda
green consumer
Issue dateDec-2018
PublisherIOP Publishing
JournalIOP Conference Series: Materials Science and Engineering
Abstract(s)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.
TypeConference paper
Publisher version
AccessOpen access
Appears in Collections:DET/2C2T - Comunicações em congressos internacionais com arbitragem científica

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