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Green Marketing’s Roles in Sustainability and Ecopreneurship. Case Study: Green Packaging’s Impact on Romanian Young Consumers’ Environmental Responsibility

Author

Listed:
  • Mihaela Kardos

    (Faculty of Economics and Law, University of Medicine, Pharmacy, Science and Technology of Targu Mures, 540139 Tirgu Mures, Romania)

  • Manuela Rozalia Gabor

    (Faculty of Economics and Law, University of Medicine, Pharmacy, Science and Technology of Targu Mures, 540139 Tirgu Mures, Romania)

  • Nicoleta Cristache

    (Faculty of Economics and Business Administration, “Dunarea de Jos” University of Galati, 800008 Galati, Romania)

Abstract

In contemporary society, which is preoccupied with sustainability issues, green marketing highlights a new dimension of the economic, social, and environmental responsibilities of businesses. This article aims to provide an integrative vision on green marketing roles in informing, raising awareness, educating, and changing consumer behaviour towards sustainability and ecopreneurship and to highlight the results of research regarding PlantBottle ® green packaging’s impact on the environmental responsibility of young consumers. The research was conducted based on a survey, and data were processed with statistical methods. The research results validate a set of hypotheses regarding: Romanian consumers’ lack of information leading to environmental responsibility; the impact of environmental information and awareness on green responsible behaviour; and the need to intensify efforts towards environmental responsibility. By the novelty of the research, which was conducted in a country that has rather recently become preoccupied with sustainability issues, the paper fills in a gap in a relatively limited research area: countries where green culture is developing and can become a landmark with implications for managers, educators, and the scientific community.

Suggested Citation

  • Mihaela Kardos & Manuela Rozalia Gabor & Nicoleta Cristache, 2019. "Green Marketing’s Roles in Sustainability and Ecopreneurship. Case Study: Green Packaging’s Impact on Romanian Young Consumers’ Environmental Responsibility," Sustainability, MDPI, vol. 11(3), pages 1-12, February.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:3:p:873-:d:204212
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    References listed on IDEAS

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    3. Julia Wojciechowska-Solis & Anetta Barska, 2021. "Exploring the Preferences of Consumers’ Organic Products in Aspects of Sustainable Consumption: The Case of the Polish Consumer," Agriculture, MDPI, vol. 11(2), pages 1-17, February.
    4. Rashid, Muhammad Mustafa, 2020. "Corporate Social Responsibility (CSR), Evaluating/auditing Corporate Social Responsibility (CSR) practices," MPRA Paper 105685, University Library of Munich, Germany, revised 19 Jan 2021.
    5. Nora Amberg & Csaba Fogarassy, 2019. "Green Consumer Behavior in the Cosmetics Market," Resources, MDPI, vol. 8(3), pages 1-19, July.
    6. Shihong Zeng & Yujia Qin & Guowang Zeng, 2019. "Impact of Corporate Environmental Responsibility on Investment Efficiency: The Moderating Roles of the Institutional Environment and Consumer Environmental Awareness," Sustainability, MDPI, vol. 11(17), pages 1-21, August.
    7. Gonzalo Wandosell & María C. Parra-Meroño & Alfredo Alcayde & Raúl Baños, 2021. "Green Packaging from Consumer and Business Perspectives," Sustainability, MDPI, vol. 13(3), pages 1-19, January.
    8. Constantin Ciprian IACOB, 2020. "The Role of Organizational Culture in Promoting Sustainable Enterprise," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 1, pages 77-80.
    9. Ricardo Marques Sastre & Istefani Carísio de Paula & Marcia Elisa Soares Echeveste, 2022. "A Systematic Literature Review on Packaging Sustainability: Contents, Opportunities, and Guidelines," Sustainability, MDPI, vol. 14(11), pages 1-31, May.
    10. David Schüller & Karel Doubravský, 2019. "Fuzzy Similarity Used by Micro-Enterprises in Marketing Communication for Sustainable Development," Sustainability, MDPI, vol. 11(19), pages 1-15, September.
    11. Muhammad Salman Shabbir & Mohammed Ali Bait Ali Sulaiman & Nabil Hasan Al-Kumaim & Arshad Mahmood & Mazhar Abbas, 2020. "Green Marketing Approaches and Their Impact on Consumer Behavior towards the Environment—A Study from the UAE," Sustainability, MDPI, vol. 12(21), pages 1-13, October.
    12. Nicoleta CRISTACHE & Ionica IVAN & Alexandru-Sebastian CHIHAIA & Adriana MATEI & Tiberius-Iustinian STANCIU, 2023. "Analysis of the Impact of Barriers on the Careers of Women Managers and Entrepreneurs," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 3, pages 157-163.
    13. Eunyoung Choi & Kun Chang Lee, 2019. "Effect of Trust in Domain-Specific Information of Safety, Brand Loyalty, and Perceived Value for Cosmetics on Purchase Intentions in Mobile E-Commerce Context," Sustainability, MDPI, vol. 11(22), pages 1-24, November.
    14. Pablo Farías, 2020. "Promoting the Absence of Pesticides through Product Labels: The Role of Showing a Specific Description of the Harmful Effects, Environmental Attitude, and Familiarity with Pesticides," Sustainability, MDPI, vol. 12(21), pages 1-8, October.

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