Green to be Seen: The Ecologically Conscious Consumer Behavior of Millennials
Published in the the 2018 Summer American Marketing Association's Academic Conference Proceedings.
Description: This research examines the relationship between the motivation for status for millennials and their ecologically conscious consumer behavior and the influence of culture and the bandwagon effect in impacting this relationship
Eastman, Jaqueline K., Rajesh Iyer.
"Green to be Seen: The Ecologically Conscious Consumer Behavior of Millennials."
Marketing Faculty Publications, Paper 131.