Nowadays, green marketing has been used as a marketing strategy, which obviously influences the purchasing decision for various reasons, including fashion, environmental awareness and a sense of belonging to certain social groups groups, among others. Thus, we can see the influence on the purchasing behavior of the millennial generation and their interest in purchasing products that do not affect the environment. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay Their concern to leave a cleaner world for future generations was evident. Furthermore, emotions are also an important variable to consider, as they exert a significant influence on online purchasing and shopping. There is a direct positive relationship between product personalization and purchase intention. Likewise, online shopping offers many consumers, such as the elderly and disabled, the opportunity to compare and purchase products that would otherwise not be possible through traditional means. The Millennial generation could be the most powerful in consumption, the strongest pillar of this sector in 2017, according to estimates from the SAP business software company. The experience at the time of purchase has become almost as important as the product that will be consumed, according to Lori Mitchell Keller, SAP senior vice president for the Retail sector, the factor that characterizes the so-called millennials will represent 50 percent of global consumption in 2017 (Orozpe, 2014). In this regard it is important to consider the role that the Millennial generation plays in society. As they represent approximately 90 million of the approximately 318 million people in the United States alone; and about two billion people in the world, over 7.1 billion people worldwide. They spend approximately 200 billion per year, and this figure is expected to double by 2020 (Karr, 2014). This is a group of young people born between the early 1980s and the early 2000s. There are several texts that point to other time periods; however, these dates were the most accepted after the book Millennials Rising: The Next Great Generation by W. Strauss. This generation has been identified as responsible for the future of the American nation, and thus this has attracted much attention in recent years (Rattinger, 2014). Please note: this is just an example. Get a custom paper now from our expert writers. Get a Custom Essay The millennial generation looks at the reputation of brands. Read the labels of the products they consume and research product packaging to discern whether or not a product is environmentally friendly (Taken & Brower, 2012). According to (Van Den Bergh & Beher, 2012) millennials are impatient, family oriented, curious, used to expressing their opinion, diverse, organized, intelligent and connected.