Green DIY store choice among socially responsible consumer generations

摘要: The purpose of our empirical investigation, based on the theory reasoned action and generational theory, is to study green DIY retail store choice socially responsible consumer generations (Baby Boomers, Millennials, Gen X-ers Zs). authors base their quantitative research structural equation modelling in an emerging market (Romania) highlight consumption behavioural factors (education environmental protection social responsibility, rational use resources financial sacrifice necessary protect environment) which drive customers international chains operating Europe formats. results reveal that there a difference between Romanian European-based with respect impact dimensions format, due respective communication governance strategies different actions implemented. contributes development literature by establishing connection behaviour format retailing. From management perspective, paper provides retailers markets possible directions adapt when approaching these markets. value lies application scale retailing fast-growing market, view enhancing choice, depending attitudes towards responsibility propensity protection.