Are Consumers Always Greener on the Other Side of the Fence? Factors That Influence Green Purchase Intentions – The Context of Croatian and Swedish Consumers

Are Consumers Always Greener on the Other Side of the Fence? Factors That Influence Green Purchase Intentions – The Context of Croatian and Swedish Consumers

Purpose – Seeking to understand sustainability through the concept of green marketing mix and green consumer behaviour better, this paper examines their role in expressing green purchase intentions. Aiming to get a better insight into green consumer behaviour, it explores two important psychographic...

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Bibliographic Details
Main Authors: Branka Dropulić, Zoran Krupka
Format: Article
Language:English
Published: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2020-01-01
Series:Tržište
Subjects:
green products
green marketing mix
green consumers
purchase intentions
Croatia
Sweden
Online Access:https://hrcak.srce.hr/file/360946

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