The Impact of Green Marketing on the Consumers’ Intention to Buy Green Products in the Context of the Green Deal
To counteract the negative effects of environmental degradation and climate change, in the European Union, a set of measures and policies has been developed under the name of the Green Deal, which aims to develop a competitive and resource-efficient economy. For these measures to be sustainable,...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura ASE
2022-05-01
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| Series: | Amfiteatru Economic |
| Subjects: | |
| Online Access: | https://www.amfiteatrueconomic.ro/temp/Article_3104.pdf |
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| Summary: | To counteract the negative effects of environmental degradation and climate change, in the
European Union, a set of measures and policies has been developed under the name of the
Green Deal, which aims to develop a competitive and resource-efficient economy. For these
measures to be sustainable, it is important to have green marketing to promote green
consumption and an environmentally friendly attitude. The aim of this paper is to determine
the empirical relation between the instruments of green marketing and the ecological
behavior and attitude of consumers and the impact it has on the future intention to buy green
products. The results of a structural equation model show that although product and
communication policies are more closely associated with green marketing, digital tools have
the greatest impact on green behavior. Their easy way of use has side effects on ecological
behavior. A mediation model empirically demonstrates that the willingness to buy green
products, the environmentally oriented lifestyle, and the willingness to pay more for green
products mediate the relationship between the current ecological behavior and the intention
to buy green products in the future. |
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| ISSN: | 1582-9146 2247-9104 |