Millennials as Socially Conscious Consumers Insights from Pakistan

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.