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Keywords: Reasons
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2026) 27 (4): 498–527.
Published: 03 March 2026
...Seema Bhardwaj; Kishalay Adhikari Purpose This research aims to explore the effect of generational cohorts, namely, Generation X, Millennials and Generation Z, on sustainable consumption choices. Drawing on cues from Behavioral Reasoning Theory, this research examines the extent to which...
