Greenwashing Campaigns On The Attitude And Purchase Intention Towards Eco-Labeling Among Millennials And Centennials
DOI:
https://doi.org/10.29105/revig1.5-42Keywords:
Greenwashing, Attitude and purchase intention, ecolabeels, Millennials, CentennialsAbstract
Currently, consumers have increased their environmental awareness, which has affected their intention to purchase ecological items. Consequently, companies are employing green marketing and eco-labelling techniques and strategies, through which the idea of sustainable products is marketed. However, in reality, the external image of the product is not always met and what is known as greenwashing occurs. The objective of this research is to determine if there is a significant difference between generations Y and Z with respect to purchase intention regarding labeling in greenwashing campaigns. The study is quantitative, explanatory and descriptive, cross-sectional and non-experimental. The sample was non-probabilistic to 383 men and women between 22-42 belonging to generations Y and Z years from the Monterrey Metropolitan Area. The results obtained show that there is no significant difference between these two generations in purchase intention and product labeling compared to greenwashing campaigns
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