Eastman, Jacqueline Kilsheimer; Iyer, Rajesh - In: Journal of Consumer Marketing 38 (2021) 5, pp. 565-575
Purpose: This paper aims to test the relationship between millennials’ status motivation and their ecologically conscious consumer behavior (ECCB) and the mediating role of culture influencing this effect. Design/methodology/approach: A panel of millennials was surveyed using established...