Life Satisfaction Of Gen Y Shoppers

Abstract

It is believed that traditional marketing can contribute to the quality of life of Gen Y in various aspects. However, the new trend of sustainable marketing deserves a careful investigation regarding its influences on Gen Ys life satisfaction. In the present study, Gen Y shoppers were interviewed and the results from the regression analysis suggested that traditional marketing had positive impacts on their life satisfaction through shopping, material possessions, and buying things for the family, whereas the newer marketing has a positive influence on Gen Ys life satisfaction through the intention to buy green products, in general, but not energy-saving products, in particular. The differences between the determinants of the Gen Y life satisfaction of females and males were also investigated.