Greener than Others? Exploring Generational Differences in Green Purchase Intent

Chang Dae Ham, Un Chae Chung, Woo Jin Kim, Seo Yoon Lee, Sang Hwa Oh

Research output: Contribution to journalArticlepeer-review


This study explored the generation gap in American consumers’ green perceptions and purchase intentions across four generations (Gen Z, Y, X, and Baby Boomers) from the perspectives of consumer socialization and social intelligence. Analyzing a nationally representative sample of adults in the United States (N = 19,450), the survey results revealed that the American consumer’s green norms and beliefs varied by generation. A series of multiple regression analyses showed that each generation had similar but idiosyncratic beliefs in purchasing products from green companies. Theoretical and practical implications are discussed.

Original languageEnglish (US)
Pages (from-to)376-396
Number of pages21
JournalInternational Journal of Market Research
Issue number3
StatePublished - May 2022


  • consumer socialization
  • generation
  • green consumption
  • personal norm
  • social intelligence
  • social norm

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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