Millennials’ Motivations for Sustainable Consumption

A Literature Review

Abstract

Millennials represent the largest share of the global population and have been widely recognised in several studies for their sustainable behaviours and environmental concerns. However, other studies point in a different direction, indicating that despite their intentions, there is no significant increase in actual sustainable consumption among this generation. The main objective of this article is to explore the topic of sustainable consumption and its relationship with the motivations that drive Millennials to adopt such practices. Through a literature review, this article not only clarifies the concept but also provides insights for marketing professionals and entrepreneurs to better understand the motivational factors underlying Millennials’ sustainable consumption. Four studies conducted in the United States, India, Italy, and Vietnam were selected, among others, to investigate the motivational elements that encourage sustainable product consumption within this generation. Although all studies address the same theme and examine common motivational factors in consumer behaviour, they differ in methodology. Three adopt a more theoretical and broad approach, while one focuses specifically on a single product. The main findings highlight social belonging, belief in sustainable attitudes, knowledge, and environmental concerns as key motivations. A notable difference observed is the varying degree of influence from reference groups depending on cultural context. The studies also reinforce environmental concern as an important predictor of sustainable behaviour. Based on this analysis, the article aims to draw parallels with other studies conducted in Portugal and offer directions for future research.