Millennial consumers have been associated with a preference for environmental, socially responsible, and high-tech products; they have also been known to be quick spenders tending to hedonistic consumption; however, there is not much consensus on the generation’s behavior. The question is, are Millennial consumers more prone to price sensitivity or ethical consumption of utilitarian products? The main objective of the empirical study was to explore Millennial utilitarian consumer behavior in reference to their degree of price sensitivity and ethical consumption, and preference to purchase from a firm engaged in corporate social responsibility (CSR). In order to do so, two models were developed, each focused on a different utilitarian product, to analyze Millennial consumer behavior regarding price sensitivity and ethical consumption. Results show that Millennial consumers are less price sensitive in regards to product attribute, and favor ethical consumption over price when CSR engagement is revealed.

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价格敏感性与道德消费：千禧一代功利主义消费者行为研究

千禧世代的消费者对环保，对社会负责和高科技产品的偏好与他们相关；还已知他们是倾向于享乐主义消费的快速消费者；然而，关于这一代人的行为并没有太多共识。问题是，千禧一代的消费者是否更倾向于对价格敏感或对实用产品进行道德消费？实证研究的主要目的是参考价格敏感度和道德消费程度以及对从从事企业社会责任（CSR）的公司购买的偏好，探索千禧一代的功利主义消费者行为。为此，开发了两个模型，每个模型都针对不同的功利产品，以分析关于价格敏感性和道德消费的千禧一代消费者行为。