Green marketing in Central Europe: Consumer perceptions and purchase intentions between 2010 to 2023
University of edinburgh MA Social Policy and Economics, United Kingdom.
Research Article
GSC Advanced Research and Reviews, 2024, 20(01), 495–504.
Article DOI: 10.30574/gscarr.2024.20.1.0253
Publication history:
Received on 17 May 2024; revised on 20 July 2024; accepted on 24 July 2024
Abstract:
This study investigates the evolution of green marketing in Central Europe, emphasizing consumer perceptions and purchase intentions from 2010 to 2023. It explores the impact of economic and social transformations in countries like Poland, Czech Republic, Hungary, Slovakia, and Austria, focusing on the growing prominence of sustainability in consumer behavior. By employing a mixed-method approach, the research examines how green marketing strategies, such as eco-labeling and corporate social responsibility initiatives, influence consumer attitudes and purchasing decisions. The study also identifies key drivers shaping environmentally conscious behavior, including trust, transparency, and perceived social and environmental benefits. The findings underscore the critical role of policies, economic incentives, and cultural dynamics in fostering sustainable consumption. This research provides actionable insights for businesses and policymakers aiming to align with the region’s sustainability goals while addressing broader environmental challenges. Through a blend of quantitative data and qualitative interviews, it contributes to the theoretical and practical understanding of green marketing’s trajectory, offering a roadmap for effectively engaging with eco-conscious consumers in Central Europe.
Keywords:
Green Marketing; Consumer Behavior; Central Europe; Purchase Intentions; Sustainability; Eco-Labeling; Environmental Policies; Cultural Dynamics; Sustainable Consumption; Green Economy.
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Copyright information:
Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0
