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

Author

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  • Branka Dropulić

    (University of Zagreb, Faculty of Economics & Business)

  • Zoran Krupka

    (University of Zagreb, Faculty of Economics & Business)

Abstract

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 and behavioural variables: environmental awareness and perceived consumer effectiveness. The concept of both marketing mix and green consumer behaviour are examined in two very different contexts (Croatia and Sweden). Design/Methodology/Approach – To conduct the research, a self-completed highly structured questionnaire was designed. Green product characteristics were defined through the concept of marketing mix, while green consumers were defined according to their demographics and two psychographic and behavioural variables. The research was conducted among Croatian and Swedish consumers. Findings and implications – The research showed that the two samples, despite differences, have two factors of influence on green purchase intention in common: perceived higher quality of green products and environmental awareness. Both Croatian and Swedish consumers showed willingness to pay the premium price for green products, which shows the important role of price as a quality communicator of green products. Eco-labels, once they become a standard as is the case of the Swedish market, no longer have strong influence on green purchase intention. Limitations – The main limitation of this research is the fact that only low involvement products were used in the questionnaire. Originality – The main contribution of the paper is a deeper insight in purchase intentions of green consumers. The factors that drive green purchase intentions are observed in two different cultural, political and economic contexts, which adds value to green consumer understanding, but also contributes to better understanding of green product management.

Suggested Citation

  • Branka Dropulić & Zoran Krupka, 2020. "Are Consumers Always Greener on the Other Side of the Fence? Factors That Influence Green Purchase Intentions – The Context of Croatian and Swedish Consumers," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(SI), pages 99-113.
    • Handle: RePEc:zag:market:v:32:y:2020:i:si:p:99-113
    DOI: 10.22598/mt/2020.32.spec-issue.99
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    References listed on IDEAS

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    3. Jessica Müller & Ángel Acevedo-Duque & Sheyla Müller & Prateek Kalia & Khalid Mehmood, 2021. "Predictive Sustainability Model Based on the Theory of Planned Behavior Incorporating Ecological Conscience and Moral Obligation," Sustainability, MDPI, vol. 13(8), pages 1-16, April.
    4. Ilona Skackauskiene & Neringa Vilkaite-Vaitone, 2022. "Green Marketing and Customers’ Purchasing Behavior: A Systematic Literature Review for Future Research Agenda," Energies, MDPI, vol. 16(1), pages 1-20, December.
    5. Sonia Chien-I Chen & Chenglian Liu & Zhenyuan Wang & Farid Arya, 2022. "Innovative Strategies to Fuel Organic Food Business Growth: A Qualitative Research," IJERPH, MDPI, vol. 19(5), pages 1-22, March.

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