Purpose: This study investigates the environmental beliefs of three generations to discover whether their stated beliefs match their actions in regards to green purchases.

Design/methodology/approach: 1,215 participants across three generations (Millennials, Generation Xers, and Baby Boomers) answered survey questions regarding their environmental beliefs and were assigned a "Green" score. They also answered questions regarding the types and quantities of past green purchases. Analyses were performed to determine if there were statically significant differences among the generations.

Findings: Baby Boomers were the most environmentally friendly generation. However, there was no statistically significant difference in the types of items purchased by the three generations, and Baby Boomers only slightly outpaced the other two generations in the quantity of green items purchased.

Research limitations/implications:

Marketers can use this research to market environmentally friendly products differently to the three generations.

Originality/value:

This research expands on existing work in the areas of generational cohorts and green products.

Keywords: generational cohorts, green products, GREEN Consumer Values Scale