Green Consumer Behaviour: A Study of Generations X, Y, Z, and Baby Boomers in Italy

This paper investigates the relation between Green Consumer Behaviour, Generations X, Y, Z, Baby Boomers together with Marketing Communication strategies. In particular the objectives of the thesis are to examine the relationship between Green Consumer Buying Behaviour and generations X,Y,Z, and Baby Boomers understanding the differences and attitudes, to examine the drivers that influence green consumer behaviour especially the effect of Environmental Concern and Perceived Consumer Effectiveness on Green Purchase Behaviour across Generations and, to study the relationship between Marketing Communication and Green Purchase in order to capture the strategies that most are relevant for the consumers when purchasing a product, whether they differ across one generation or another. A survey has been created and used in order to study the above-mentioned factors and the results have been examined through a statistical Regression analysis. Thanks to the data collected, this study seeks to provide valuable insights into how different elements influence the adoption of Green Consumer Behaviours among consumers in Italy, and how these factors vary across generation X, generation Y, Generation Z and Baby Boomers thus filling the gap of previous studies which had not considered the four Generational Cohorts simultaneously.