Turning shopping habits of young consumers into green

Svetlana Bialkova, Sanne van 't Erve, Joris Jasper van Hoof, Adriaan T.H. Pruyn

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

11082 Downloads (Pure)


Consumers have strong shopping habits, and although being aware of sustainable issues, they hardly do green shopping. Therefore, a challenging question is: how to break the old shopping habits and turn those into green? The current study addresses this question looking at barriers and potential stimulators for green purchase. Respondents (N=267) participated in a multi-component survey. The results show that barriers in purchasing green are availability (e.g., money, time, green products), while receiving benefits (e.g., health, personal, local community) are among the stimulators. These outcomes are base to build-up efficient
Original languageEnglish
Title of host publicationEMAC 2014 Conference proceedings
EditorsEnrique Bigné
Place of PublicationValencia
PublisherEuropean Marketing Academy
ISBN (Print)978-84-370-9453-3
Publication statusPublished - 3 Jun 2014
Event43rd EMAC Annual Conference 2014: Paradigm shifts & interactions - University of Valencia, Valencia, Spain
Duration: 3 Jun 20146 Jun 2014
Conference number: 43

Publication series

PublisherEuropean Marketing Academy


Conference43rd EMAC Annual Conference 2014
Abbreviated titleEMAC
Internet address


  • METIS-304891
  • IR-91669


Dive into the research topics of 'Turning shopping habits of young consumers into green'. Together they form a unique fingerprint.

Cite this