Generation Cohort Theory: Individual x, Individual y - Comparative Research

Abstract

In this paper we will begin by analyzing historically what led to this change in mentality, we will then continue by characterizing the largest consumer population at the moment, consisting of individuals from Generation X and Generation Y. Recently, more and more sources are talking about a new type of consumer, the green one. Manufacturers have begun to adapt to these new consumers. This new type of customer deserves all the attention due to the complexity of the way in which purchase decisions are made. Two concepts have become decisive in the last 20 years, in the process of educating and managing the consumer-nature relationship, both included among the strategic objectives of the producing companies: sustainable development and corporate social responsibility. The protection of the environment, an exclusive attribute of governments and communities, has become a common responsibility of all environmental components, thus leading to the creation of predominantly green products, which correspond to the values of sustainable development. Consumers are showing more and more interest in this product category, their interest also being stimulated by government, social and advertising campaigns, which urge the consumer towards a green approach. They became increasingly demanding and began to consider the social behavior of companies in their purchase decision. Approaching the problem through heprism of sustainable development and the social behavior of companies, consumer purchases of green or sustainable products appear to be motivated not only by the products themselves, but also by the values they present.