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Orientador(es)
Resumo(s)
The present paper seeks to address a gap in the literature regarding green marketing and examines the relationship between ecological concern, inward and outward environmental attitudes, purchasing behavior and environmental behavior as antecedents of green purchasing behavior. The data was gathered through an online survey carried out in Portugal with 530 valid answers. Structural Equation Modelling Partial Least Squares (SEM-PLS) was used to evaluate the model. A t-test was applied to identify differences between men and women. The results show that ecological concern, environmental attitude, environmental behavior and purchase intention are good predictors of green purchase behavior. Women scored higher than men on all variables, meaning that they are indeed superior environmentalists than men. Green purchase behavior is strongly influenced by both purchase intention and environmental behavior, so green brands should focus on targeting individuals that already take some actions in what concerns the environment, or to those who intend to do so.
Descrição
Palavras-chave
Green marketing Ecological concern Environmental attitude Environmental behavior Purchase intention Green purchase behavior
Contexto Educativo
Citação
Fontes, E., Moreira, A. C. and Carlos, V. (2021), “The influence of ecological convern on green purchase behavior”, Management & Marketing. Challenges for the Knowledge Society, Vol. 16, No. 3, pp. 246-267, DOI: 10.2478/mmcks-2021-0015.
Editora
Licença CC
Sem licença CC