While Gen Y consumers (18 – 34) are more likely to join advocacy groups, attend rallies, and write to politicians, they are 15% - 25% less likely to base their actual purchasing decisions on the issues they deem to be important.
Instead they are five times more likely to purchase products perceived as prestigious, as they attempt to show others that they are successful. (Lukovitz, 2010)
So, how to we get them to buy green?
Lukovitz, K. (2010, October 21). External Validation Drives Gen Y Purchases. mediapost.com. Retrieved October 27, 2010, from