Purchase Intention of Gen X and Millennials for Eco-Friendly Home Appliances: A Moderated Multi-Group Analysis.

In today's environmentally-conscious era, the demand for eco-friendly products is more critical than ever. However, there is a lack of comprehensive understanding regarding how individuals from various age groups perceive and embrace eco-friendly choices when it comes to making environmentally responsible purchases. This study endeavors to investigate the impact of generational differences on the intention to make environmentally-conscious purchases, specifically focusing on consumers from Gen X and Gen Y (millennials). This study, based on responses from a sample of 234 respondents, seeks to enhance our understanding of consumers' motivations to purchase environment-friendly home appliances. To achieve this goal, the study employs an empirical evaluation of the Theory of Planned Behavior model in conjunction with the construct of environmental concern. The data analysis was carried out using SmartPLS 4; furthermore, a multi-group analysis (MGA) was conducted to explore the potential moderating effect of generational cohorts on these relationships. The results show that drivers of environmentally responsible purchase intention were more or less equal in both cohorts, demonstrating that generational cohorts do not moderate the relationship between ecologically responsible purchase intention and its antecedents. Given that the Gen X and millennials have greater purchasing power and are the primary decisionmakers in families, the study's novelty resides in undertaking a multi-group study between these two crucial generations. [ABSTRACT FROM AUTHOR]