Lu, Leslie; Bock, Dora; Joseph, Mathew - In: Journal of Business Strategy 34 (2013) 6, pp. 3-10
Purpose – To develop an understanding of the Millennial Generation's consumption of green products. Specifically, our … from eco-friendly product attributes, as these characteristics shared the strongest associations with Millennial intent to … Millennial Generation, the study used a sample of students at a private university which may not be representative of the entire …