Abstract:
The trend of social consciousness and conscious consumption among consumers is spreading
around the globe and is now making its way to developing countries as well. This trend of
socially conscious consumption has picked substance with the emergence of Millennials, a
generational cohort reported to be largest demographic segments in many countries of the world.
Millennials’ values and behavior patterns represent the majority of consumers and are of
paramount importance to brands operating in consumer industries.Pakistan is a youthful society
with 60 percent of its population comprising of youth and therefore has its commercial
significance. An effort has been made to explore the degree of social consciousness among the
Millennial population of Pakistan and to study whether it reflects in their purchase intentions or
not.
