PLMET:

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Title:

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

Subject and Keywords:

consumer’s environmentally friendly behavior   trust   green marketing

Abstract:

Green marketing in Kosova evolved as a means for enterprises to adjust to increased market competitiveness. The objective of the study was to identify how consumers’ environmentally friendly behavior drove the demand for new eco-value market offerings. Concurrently, the study aimed to prove how domestic producers of nonalcoholic beverages used their capabilities to deliver new eco-value market offerings. The research is based on a survey conducted in Kosova. Analysis focused on statistical correlation testing of consumers’ green marketing awareness, behavior toward the environment, information search, trust in advertising and labels displaying health benefits of beverages, and attitudes towards a willingness to pay more for organic nonalcoholic beverages compared to non-organic ones. Significant findings were the positive influence of family and media in shaping consumers’ environmentally friendly behavior and, in contrast, consumers’ mistrust in the marketing activities of producers as a consequence of misleading advertising.

Date issued:

2019

Resource Type:

text

Detailed Type:

article

Identifier:

eISSN 2084-1264

DOI:

10.1515/wrlae-2018-0061

Language:

eng

Abstract Language :

eng

Is version of:

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Access rights:

Attribution, Non-Commercial

License:

Creative Commons - Attribution (CC BY 4.0)

Rights holder:

Copyright by Wroclaw Review of Law, Administration & Economics, published by Sciendo

Autor opisu:

WR U/PAdbg