The paper purpose is to investigate the green consumption behaviour of the Millennials generation. The paper aims to understand if all Italian Millennials are similar in terms of green consumption and if there are differences in adopting and consuming green products. As Millennials are considered the driving generation of the sustainable movement, thanks to their lifestyle and behaviours, our study tries to comprehend whether these consumers can be considered the leading “Green Generation”. We performed a cluster analysis, using the non-hierarchical method by applying the k-medium algorithm, segmenting Millennials. The segmentation was performed according to the reasons underlying and against green consumption. Then, green values and green consumer behaviour of the segments were analyzed. The results of our research reveal the existence of different clusters of Millennial consumers in terms of green attitude. Some confusion about green issues in the Millennials generation emerges, contrasting with the literature. Our results do not necessarily imply a negative attitude towards green values by Millennials, but different green attitudes among the clusters.

Sharing economy brought changes both at the macroeconomic and the individual level. New models of consumption, such as the liquid one, are becoming very frequent, shaping countries’ productive systems and consumers’ habits. This paper—combining both theoretical approaches—aims at measuring the individual characteristics that induce consumers to prefer liquid versus solid consumption. First, the article contextualizes the topic from a broader, macroeconomic perspective, and later on, it narrows its angle of view making it rather microeconomic and behavioral. In this specific regard, by means of a cluster analysis, four profiles of consumers are identified: (1) Rational and liquid; (2) Hybrid and question mark; (3) Solid in transition; (4) Hyper solid. Characteristics as well as theoretical and managerial implications are outlined for each cluster. This research focusing on emerging consumer behavior contributes to the current debate on solid and liquid consumption (i) exploring the continuum between these two extremes, (ii) defining a first behavioral profile of customer that are traveling between solid and liquid state and (iii) designing a possible way to target such a blurred and fast evolving customer that mostly qualifies a global and rapidly evolving economic environment.