Explaining green consumption: A cross-cultural study on young adult consumers through a multi-group comparison

This research compared, through a multigroup analysis, green consumption among young adult consumers in Mexico and Spain. Thus, the effect of their connection to nature, environmental citizenship, activism social identity on was analyzed. A quantitative, explanatory, cross-sectional methodology developed, which involved application an instrument 447 Mexican 120 Spanish adults. The primary results related did not suggest different behavior patterns between samples. When combined, it found that citizenship always translate into consumption. However, who were more connected nature likely consume eco-friendly products.