Factors of green purchasing behaviour
by Gregor Jagodič; Valerij Dermol; Kristijan Breznik; Silva Roncelli Vaupot
International Journal of Innovation and Learning (IJIL), Vol. 20, No. 2, 2016

Abstract: People in developed societies are increasingly aware of threats modern consumerism might represent to the natural environment. As a result, consumers understand the importance of more responsible attitudes towards environment as well, which is reflected in their purchasing decisions. Providers of green products implement marketing communication to inform the consumers about their products as well as promote or encourage the purchase. Consumers' attitudes towards the use of green high technology might also have an influence on their decisions about the possible purchase of such products as well as the demand for green products. In our study we investigate the extent: 1) consumers' attitudes towards environment; 2) their environmentally related behaviour reflecting the values in a society in which they live; 3) marketing support provided by the green manufacturers; 4) consumers' attitudes towards the use of high green technology, affect purchase decisions of a modern consumer.

Online publication date: Sun, 17-Jul-2016

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