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THE ROLE OF CONSUMERS’ BEHAVIOR IN APPLYING GREEN MARKETING: AN ECONOMIC ANALYSIS OF THE NONALCOHOLIC BEVERAGES INDUSTRY IN KOSOVA

Wroclaw Review of Law, Administration & Economics

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Title THE ROLE OF CONSUMERS’ BEHAVIOR IN APPLYING GREEN MARKETING: AN ECONOMIC ANALYSIS OF THE NONALCOHOLIC BEVERAGES INDUSTRY IN KOSOVA
 
Creator Podvorica, Ganimete
Ukaj, Fatos
 
Description 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. Keywords: consumer’s environmentally friendly behavior, trust, green marketing
 
Publisher University of Wroclaw
 
Contributor —
 
Date 2019-01-22
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier http://wrlae.prawo.uni.wroc.pl/index.php/wrlae/article/view/188
 
Source Wroclaw Review of Law, Administration & Economics; Vol 9, No 1 (2019): Issue 1
2084-1264
 
Language eng
 
Relation http://wrlae.prawo.uni.wroc.pl/index.php/wrlae/article/view/188/338
 
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