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Scot Squires

DBA Graduate - 2017

Thesis title

Generational Perspectives on Green Products: Anticipating Consumer Behavior


Deborah Cours

Scot Squires teaches marketing at Central Michigan University and owns a marketing firm based in Midland, Michigan. Dr. Squires is recognized as a professional certified marketer by the American Marketing Association. His academic research is in the area of consumer behavior, generational  cohorts, and product packaging.

Market researchers commonly refer to generational differences in consumer choice. The purpose of this research study is to better understand similarities and differences among generational cohorts of consumers in the United States as it relates to their buying behaviors of green products. In order to better understand these consumers, the choice-based conjoint analysis and maximum difference scaling (MaxDiff) are used, along with the GREEN Consumer Values scale. The findings of this study uncovered that each of the U.S. generations have varying concerns about the environment and differ on preferences for green product attributes as measured by conjoint analysis and MaxDiff, which is also called best-worst scaling. The study also finds that showing concern for the environment does not necessarily lead to the selection of green product attributes. This research expands on existing work in the areas of generational cohorts and green products. It also applies the use of an environmental values scale, conjoint analysis, and MaxDiff into new domains. This study addresses the importance of green marketing research for managers and academics. Given the importance of target marketing and the growth of green marketing, it is critical that managers understand the implications of providing popular product attributes. Marketers can use this research to modify features of existing products and services, develop new products, and target generations differently depending on their preferences.