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Effects of institutions on the eco-brand orientation of millennial consumers: a social cognitive perspective

Hernan ‘Banjo' Roxas (Deakin University, Burwood, Australia and Sustainnovations Knowledge Hub, Melbourne, Australia)
Rodilina Marte (Ateneo de Davao University, Davao City, Philippines)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 10 January 2022

Issue publication date: 9 February 2022




Given the lucrative millennial or generation Y market across the globe, this study aims to draw on social cognitive and institutional theories to tease out the crucial roles of regulatory and social pressures in shaping the eco-brand orientation of millennial consumers. The study focuses on millennials from a developing country – a context that is less explored in the literature on the social and institutional perspectives of green consumer behaviour.


Using data from a survey of 354 millennial consumers in the Philippines, the authors tested the hypotheses on the effects of two types of institutional pressures (social and regulatory) on the key constructs espoused by social cognitive theory. The authors followed the partial least square approach to path analysis to determine the significant empirical relationships and linkages of the constructs contained in the proposed model.


The results highlight the significant influence of the social-institutional environment on the internal drivers of millennials' orientation towards green or environmentally sustainable brands.

Research limitations/implications

Although the sample size has generalisability-related constraints, the findings extend the current understanding of green millennial consumer behaviour from a social cognitive perspective by highlighting the role of institutions – a concept that is less explored in the marketing and consumer behaviour literature.

Practical implications

It provides valuable business and policy insights and directions for future research on how business enterprises such as producers, manufacturers, retailers and marketers can influence millennial consumers’ orientation towards green brands.


This study uses data from a survey of millennial consumers in the Philippines. The study extends the ambit of social cognitive theory by drawing on institutional theory to highlight the role of institutional social pressures on sustainable consumer behaviour.



Roxas, H.‘. and Marte, R. (2022), "Effects of institutions on the eco-brand orientation of millennial consumers: a social cognitive perspective", Journal of Consumer Marketing, Vol. 39 No. 1, pp. 93-105.



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