The green profiles of the centennial generation of Mexico and Argentina

BIANCHI ENRIQUE CARLOS; EDITH PATRICIA BORBOA ÁLVAREZ; GRACIA DAPONTE, GASPAR; CANZIANI CRISTIAN; OSCAR ERNESTO HERNÁNDEZ PONCE

Responsibility and Sustainability. Socioeconomic, political and legal issues

Latin American section of the International Association on Public and Nonprofit Marketing (AIMPN/IAPNM LATAM)

Lugar: Lima; Año: 2023 vol. 8 p. 3 - 3

2340-5813

his study analyzes Green profiles in Generation Z or "Centennials" in two locations in Argentina and Mexico. The data was collected using the methodology developed by Kantar World Panel in 2010 to measure consumer profiles in Latin America in its report called "Green Thermometer". A total of 588 responses were analyzed on 17 habits, opinions and attitudes related to environmental protection, rational use of resources such as water or electricity, environmental awareness, among other aspects. Six market segments or Green profiles were identified: 360° Green, Green Society, Green Shopper, Green Pocket, Dream Green and Zero Green. The results show that the Mexican Green Centennials segment profiles are more Green, Dream and Pocket and less Society and Shopper than the Argentines with some significant differences in both countries with respect to gender, age, activity, consumption habits and future aspirations. In conclusion, Generation Z in Argentina and Mexico is increasingly concerned