Generational marketing: differentiated strategies to promote social responsibility
DOI:
https://doi.org/10.61236/utcprospectivas.v9i2.1343Keywords:
marketing, behavior, consumer, social responsibility, age groupsAbstract
Consumer behavior has evolved toward an approach focused on sustainability and social responsibility, where generational differences play a key role in the adoption of socially responsible practices. In this context, generational marketing enables the design of differentiated strategies according to the characteristics of each group. The objective of this study was to analyze the influence of age on the cultural, social, personal, and psychological dimensions of consumer behavior in decisions related to the repair or reuse of electrical and electronic equipment. The methodology followed a quantitative approach with a non-experimental, cross-sectional design. A structured questionnaire using Likert scales was applied to a stratified sample of 384 individuals. Data were analyzed using descriptive statistics and simple linear regression models, verifying the assumptions of statistical validity. The results indicate that age is a relatively significant predictor across all analyzed dimensions, with a negative relationship. The social dimension showed the highest explanatory power, while the personal dimension presented the weakest effect. It is concluded that younger generations are more receptive to sustainable practices, highlighting the need for differentiated strategies, such as digital campaigns targeting younger consumers and strategies focused on economic and functional benefits for older generations. These findings contribute to the design of generational marketing actions aimed at promoting social responsibility and the circular economy.
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