The Role of Consumers’ Behaviour in Applying Green Marketing: An Economic Analysis of the Non-alcoholic Beverages Industry in Kosova

Podvorica, Ganimete; Ukaj, Fatos

doi:10.1515/wrlae-2018-0061

Cited by 13 publications

(13 citation statements)

References 12 publications

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“…In the existing body of literature, numerous studies have explained the significance of green marketing [24]. The concept of green marketing covers activities and trends including the modification of products, production processes, packaging and labeling, as well as advertising strategies [11,25]. From the perspective of [15] and [26], green marketing is the managing process which covers the identification, anticipation and satisfaction of the needs and wants of consumers.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Green marketing is the process of attempting to develop various strategies to target those consumers who have more concern for the environment [17]. Consequently, green consumers will be explained as the key consumer who will not consume products that may harm or damage living organisms [11].…”

Section: Literature Reviewmentioning

confidence: 99%

“…The aim of this study was to examine the impact of various green marketing approaches on consumer behaviors towards the environment in the United Arab Emirates (UAE). Numerous studies [7][8][9][10][11] have been conducted in both developed and developing economies. However, little attention has been paid towards the UAE from the perspective of green marketing and consumer behavior towards the environment.…”

Section: Introductionmentioning

confidence: 99%

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Green Marketing Approaches and Their Impact on Consumer Behavior towards the Environment—A Study from the UAE

et al. 2020

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The purpose of this study was to analyze the main green marketing approaches and their impact on consumer behavior towards the environment in the United Arab Emirates (UAE). We reviewed the current consumption patterns of green products using a questionnaire approach. For this study, 359 consumers that used any type of green product were selected in various shopping malls in the UAE. For the assessment of questionnaire responses, measurement models, such as confirmatory factor analysis (CFA), and structural equation modeling (SEM) approaches were applied. The findings of the study suggest interesting inferences regarding eco-labeling (EL), green packaging and branding (GPB), green products, premium, and pricing (GPPP), and the environmental concerns and beliefs (ECB) of consumers that affect their perceptions of the environment. Factor analysis provided a goodness of fit for the selected items. It was found that key factors of green marketing, such as EL and GPPP, have a significant positive influence on consumer beliefs towards the environment (CBTE). In addition, environmental concerns and beliefs (ECB) also have a significant and positive influence on CBTE in the UAE. The practical significance of this study is that it will help the progress of the integration of green marketing and consumer behavior theories about the environment. The managerial implications of this study include the provision of significant findings for both domestic and international firms for the promotion of green products through focusing on consumer behavior towards the environment. This study provides important guidelines to boost positive attitudes in society towards green marketing and helps companies develop effective strategies to promote their green products.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Green Marketing Approaches and Their Impact on Consumer Behavior towards the Environment—A Study from the UAE

et al. 2020

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“…In addition, a digital platform facilitates the interaction between the brand and customers (Hudson et al, 2016;Gati et al, 2018;Gillpatrick, 2019). The use of social media and the internet has increased as a means for creating and sharing information, thoughts, ideas and relationships online (Podvorica and Ukaj, 2019).…”

Section: Introductionmentioning

confidence: 99%

Digital Marketing Communication in Developing Countries

2020

Self Cite

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Digital marketing has made significant progress in recent years, in all countries, both developed and developing. Many local and international companies have largely placed their marketing activities in the digital environment. Now, the COVID-19 pandemic has made it even more important for many companies and consumers to conduct marketing, buying and selling activities through social media. Like companies, consumers are changing their buying behaviours by focusing more on social media, from which they are providing the necessary and sufficient information about all the products and services that are marketed online. This paper is of particular importance because it addresses the issue of digital marketing activities in the Western Balkans region, specifically the behaviour of consumers from countries of this region on social media. From the results of the paper, it can be concluded that consumers from these countries are quite engaged in social media, where they receive the necessary information for different products and services, follow the activities of different companies, etc.

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“…Hence, a new category of consumers appears, the green consumers, who can be seen as the key consumers who will not consume products that may harm or damage life itself (Podvorica and Ukaj, 2020).…”

Section: Green Marketing and Its Impact On Consumer Buying Behaviourmentioning

confidence: 99%

Circular economy: adopting new green trends in marketing for a sustainable consumer experience based on Internet of Things

Constantinescu

Muntean

2022

Proceedings of the International Conference on Business Excellence

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This paper presents the result of a research of the literature regarding circular economy, green trends in marketing, green IoT and consumer experience. Green concept was the main driver to link current marketing strategies for a sustainable consumer experience seen through consumers’ buying behaviour nowadays. The key aspects of this paper consist of analysing the basic concepts of green IoT and green marketing, combined to create a greener consumer experience, becoming a meaningful part of the circular economy. Climate change and protecting our environment are the biggest challenges of the modern world. Energy consumption is at the highest level ever, and a solution addressed to these challenges should be found in order for businesses and consumers to fulfil their needs. Circular economy is considered also part of the solution, but people should become more aware about the principle of circularity, and what it means in practice. Considering applying green marketing and green IoT concepts into practice, this paper could offer a solution. Even if the green concept should be applied by both businesses and consumers, we didn’t cover the consumer side, more specifically how they should act upon to become “greener” in their choices. Further research could be explored to find ways and means to educate the consumers.

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The Role of Consumers’ Behaviour in Applying Green Marketing: An Economic Analysis of the Non-alcoholic Beverages Industry in Kosova

Cited by 13 publications

References 12 publications

Green Marketing Approaches and Their Impact on Consumer Behavior towards the Environment—A Study from the UAE

Green Marketing Approaches and Their Impact on Consumer Behavior towards the Environment—A Study from the UAE

Digital Marketing Communication in Developing Countries

Circular economy: adopting new green trends in marketing for a sustainable consumer experience based on Internet of Things

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