Understanding the ecologically conscious behaviors of status motivated millennials

What is it about?

Status motivation can impact consumers' ecologically sustainable behaviors and the cultural values of collectivism, power distance, and masculinity mediate this relationship. Through this research, marketers and public policy makers can increase millennials' environmentally sustainable behaviors by targeting status motivated millennials through utilizing their need to be positively perceived by their peers and to stand out from others, along with targeting those who viewing women as equal to men.

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