Green Marketing and Purchase Behaviour of Generation Y-Consumers

Michelle Kanonuhwa, T Chimucheka

Abstract


This study discussed the impact of green marketing on the purchase behaviour of generation Y consumers. By understanding green purchase behaviour of consumers, organisations can establish sustainable marketing strategies that appeal to different segments of the market. This is a desktop research. Information was gathered from various literature sources. The study recommends that a primary study be conducted to further investigate the relationship between these variables.

DOI: 10.5901/mjss.2014.v5n20p2785


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This work is licensed under Creative Commons Attribution 3.0 License.

Mediterranean Journal of Social Sciences ISSN 2039-9340(Print) ISSN 2039-2117(Online)

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