Nowadays, green marketing is used as a marketing strategy, which obviously affects the purchasing decision for various reasons, including fashion, environmental awareness and sense of purpose. belonging to certain social societies. groups, among others. We can then see the influence on the purchasing behavior of the millennial generation and their interest in products that do not affect the environment. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the original essay Their concern to leave a cleaner world for future generations is evident. Additionally, emotions are also an important variable to consider, as they exert a significant influence on purchasing as well as online shopping. There is a direct positive relationship between product personalization and purchase intention. Likewise, online shopping offers many consumers, such as the elderly and disabled, the opportunity to compare and purchase products that would not otherwise be possible through traditional means. The generation called millennials could be the most powerful in terms of consumption, the strongest pillar of this industry in 2017, according to estimates from software publisher SAP business. The experience at the time of purchase has become almost as important as the product that will be consumed. , according to Lori Mitchell Keller, senior vice president of SAP for the retail industry factor, which characterizes the so-called millennials, they will represent 50 percent of global consumption in 2017 (Orozpe, 2014). In this regard, it is important to consider the role that the millennial generation plays in society. Since they represent about 90 million people out of about 318 million in the United States alone; and approximately two billion people worldwide, or more than 7.1 billion people worldwide. They spend around 200 billion per year, and this figure is expected to double by 2020 (Karr, 2014). This is a group of young people born between the beginning of the 80s and the beginning of the 2000s. There are several texts which point to other periods; however, these dates gained the most acceptance following the book Millennials Rising: The Next Great Generation by W. Strauss. This generation has been identified as responsible for the future of the American nation and has therefore received a lot of attention in recent years (Rattinger, 2014). Keep in mind: this is just a sample. Get a custom paper now by our expert writers.Get a Custom EssayMillennials observe brand reputations. Read the labels of the products they consume and research product packaging to discern whether or not a product is environmentally friendly (Taken & Brower, 2012). According to (Van Den Bergh & Beher, 2012) millennials are impatient, concerned about their family, curious, accustomed to giving their opinion, diverse, organized, intelligent and connected..