Cognitive age and environmentally conscious consumer behaviour of the 50+ generations

Abstract

Marketing and advertising experts have ignored 50+ generations for a long time. Knowledge available for researchers on consumer behaviour of the 50+ generations is still insufficient compared with those researchers have on other consumer segments. Case is the same in Hungary as well, where marketing researchers have started studying elder people’s consumer behaviour just for a couple of years. Results presented here have been produced as a part of an international research having focussed on environmentally conscious and ethical behaviour of 50+ generations, in which cognitive age scale, NEP scale, and ECCB scale have been used as main tools.