Consumers' perception of green advertising and eco-labels: The effect on purchasing intentions
Due to increasing degradation of natural environment, the importance of environmentally responsible production and consumption, as well as green marketing and sustainable labeling has been growing. The aim of this research is to examine the influence of consumers' perception of green advertisin...
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| Format: | Article |
| Language: | English |
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Srpsko udruženje za marketing
2023-01-01
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| Series: | Marketing (Beograd. 1991) |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2023/0354-34712301054K.pdf |
| _version_ | 1797396330757226496 |
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| author | Kolović Tijana Vlastelica Tamara Krstić Jelena |
| author_facet | Kolović Tijana Vlastelica Tamara Krstić Jelena |
| author_sort | Kolović Tijana |
| collection | DOAJ |
| description | Due to increasing degradation of natural environment, the importance of environmentally responsible production and consumption, as well as green marketing and sustainable labeling has been growing. The aim of this research is to examine the influence of consumers' perception of green advertising and eco-labels on their intentions to purchase eco-labeled products. A research was carried out by using an online survey method on a convenient sample of 172 consumers in the Republic of Serbia. The results showed that, in spite of respondents reporting their environmental awareness and concern, respondents mostly did not consider the impact of their own purchasing habits on the environment. Obtained results showed the existence of a strong relationship between the respondents' pro-environmental behavior and their current purchase, green advertising receptivity, attitude towards green advertising, perception of eco-labels and purchasing intentions. Also, it was found that respondents who were more responsive to green advertising and had better attitudes towards green advertising were more likely to purchase products which are eco-labeled. On the other hand, respondents' perception of eco-labels did not strongly influence purchasing intentions towards eco-labeled products, which is a consequence of insufficient familiarity of respondents with environmental product labeling. These research findings have valuable implications for companies defining strategies to include environmental appeals in their marketing communication, as well as for public institutions in Serbia for the further planning of activities related to encouragement of environmentally friendly production and consumption. |
| first_indexed | 2024-03-09T00:49:40Z |
| format | Article |
| id | doaj.art-8332258614564d7cbcc8eb7e6a6ad291 |
| institution | Directory Open Access Journal |
| issn | 0354-3471 2334-8364 |
| language | English |
| last_indexed | 2024-03-09T00:49:40Z |
| publishDate | 2023-01-01 |
| publisher | Srpsko udruženje za marketing |
| record_format | Article |
| series | Marketing (Beograd. 1991) |
| spelling | doaj.art-8332258614564d7cbcc8eb7e6a6ad2912023-12-11T17:17:44ZengSrpsko udruženje za marketingMarketing (Beograd. 1991)0354-34712334-83642023-01-01541546610.5937/mkng2301054K0354-34712301054KConsumers' perception of green advertising and eco-labels: The effect on purchasing intentionsKolović Tijana0Vlastelica Tamara1https://orcid.org/0000-0003-1247-4142Krstić Jelena2Robert Bosch d.o.o., Belgrade, SerbiaUniversity of Belgrade, Faculty of Organizational Sciences, Belgrade, SerbiaEconomics Institute, Belgrade, SerbiaDue to increasing degradation of natural environment, the importance of environmentally responsible production and consumption, as well as green marketing and sustainable labeling has been growing. The aim of this research is to examine the influence of consumers' perception of green advertising and eco-labels on their intentions to purchase eco-labeled products. A research was carried out by using an online survey method on a convenient sample of 172 consumers in the Republic of Serbia. The results showed that, in spite of respondents reporting their environmental awareness and concern, respondents mostly did not consider the impact of their own purchasing habits on the environment. Obtained results showed the existence of a strong relationship between the respondents' pro-environmental behavior and their current purchase, green advertising receptivity, attitude towards green advertising, perception of eco-labels and purchasing intentions. Also, it was found that respondents who were more responsive to green advertising and had better attitudes towards green advertising were more likely to purchase products which are eco-labeled. On the other hand, respondents' perception of eco-labels did not strongly influence purchasing intentions towards eco-labeled products, which is a consequence of insufficient familiarity of respondents with environmental product labeling. These research findings have valuable implications for companies defining strategies to include environmental appeals in their marketing communication, as well as for public institutions in Serbia for the further planning of activities related to encouragement of environmentally friendly production and consumption.https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2023/0354-34712301054K.pdfpro-environmental behaviorgreen advertisingeco-labelspurchasing intention |
| spellingShingle | Kolović Tijana Vlastelica Tamara Krstić Jelena Consumers' perception of green advertising and eco-labels: The effect on purchasing intentions Marketing (Beograd. 1991) pro-environmental behavior green advertising eco-labels purchasing intention |
| title | Consumers' perception of green advertising and eco-labels: The effect on purchasing intentions |
| title_full | Consumers' perception of green advertising and eco-labels: The effect on purchasing intentions |
| title_fullStr | Consumers' perception of green advertising and eco-labels: The effect on purchasing intentions |
| title_full_unstemmed | Consumers' perception of green advertising and eco-labels: The effect on purchasing intentions |
| title_short | Consumers' perception of green advertising and eco-labels: The effect on purchasing intentions |
| title_sort | consumers perception of green advertising and eco labels the effect on purchasing intentions |
| topic | pro-environmental behavior green advertising eco-labels purchasing intention |
| url | https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2023/0354-34712301054K.pdf |
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