Green Marketing and Purchase Behaviour of Generation Y-Consumers

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