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The Impact of Green Marketing on the Consumers’ Intention to Buy Green Products in the Context of the Green Deal

Author

Listed:
  • Lavinia Denisia Cuc

    (Aurel Vlaicu University Arad, Romania)

  • Corina Pelau

    (Bucharest University of Economic Studies, Romania)

  • Silviu-Gabriel Szentesi

    (Aurel Vlaicu University Arad, Romania)

  • Grigorie Sanda

    (Aurel Vlaicu University Arad, Romania)

Abstract

To counteract the negative effects of environmental degradation and climate change, in the European Union, a set of measures and policies has been developed under the name of the Green Deal, which aims to develop a competitive and resource-efficient economy. For these measures to be sustainable, it is important to have green marketing to promote green consumption and an environmentally friendly attitude. The aim of this paper is to determine the empirical relation between the instruments of green marketing and the ecological behavior and attitude of consumers and the impact it has on the future intention to buy green products. The results of a structural equation model show that although product and communication policies are more closely associated with green marketing, digital tools have the greatest impact on green behavior. Their easy way of use has side effects on ecological behavior. A mediation model empirically demonstrates that the willingness to buy green products, the environmentally oriented lifestyle, and the willingness to pay more for green products mediate the relationship between the current ecological behavior and the intention to buy green products in the future.

Suggested Citation

  • Lavinia Denisia Cuc & Corina Pelau & Silviu-Gabriel Szentesi & Grigorie Sanda, 2022. "The Impact of Green Marketing on the Consumers’ Intention to Buy Green Products in the Context of the Green Deal," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 24(60), pages 330-330, April.
    • Handle: RePEc:aes:amfeco:v:24:y:2022:i:60:p:330
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    References listed on IDEAS

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    Cited by:

    1. 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.
    2. Chiara Iacovacci & Myriam Caratù & Giuseppe Addamo & Vincenzo Grasso, 2023. "Analyzing the Impact of COVID-19 on Business Performance through the Case-Study of a Green Italian Start-Up," Sustainability, MDPI, vol. 15(17), pages 1-25, August.
    3. Maruva Mumanyi & Bekimpilo Bhebe & Tendai Makoni & Sibongile Manzini, 2025. "Examining factors inhibiting solar Systems adoption mediated by consumer confusion on green consumption in Bulawayo," International Journal of Business and Management (IJBM), International Emerging Scholars Society (IESS), New Zealand, vol. 4(2), pages 81-117, March.
    4. José Baltazar Salgueirinho Osório de Andrade Guerra & Jonas Schneider & Mauricio Andrade De Lima & Maria Gabriela M. Peixoto & Samuel Borges Barbosa & Samara da Silva Neiva & Robert Birch & Marco Anto, 2023. "Balanced scorecard and eco‐innovation in the industrial sector: A strategic map for environmental innovation," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4266-4281, November.
    5. Lei Chen & Sheema Matloob & Yang Sunlei & Sikandar Ali Qalati & Ali Raza & Mónica Lorena Sánchez Limón, 2023. "A Moderated–Mediated Model for Eco-Conscious Consumer Behavior," Sustainability, MDPI, vol. 15(2), pages 1-20, January.
    6. Lavinia Denisia Cuc & Dana Rad & Daniel Manațe & Silviu Gabriel Szentesi & Anca Dicu & Mioara Florina Pantea & Vanina Adoriana Trifan & Cosmin Silviu Raul Joldeș & Graziella Corina Bâtcă-Dumitru, 2023. "Representations of the Smart Green Concept and the Intention to Implement IoT in Romanian Real Estate Development," Sustainability, MDPI, vol. 15(10), pages 1-15, May.
    7. Silviu Gabriel Szentesi & Florentina Simona Barbu & Radu Lucian Blaga & Lumini?a Bozdog & Vasile Paul Bresfelean, 2025. "The Role of Perception and Knowledge in Shaping Consumer Behaviour Toward Green Agro-Food Products in Romania and its Effect on Well-Being," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 27(69), pages 452-452, April.
    8. Daniela Artemisa Calu & Adriana Ana Maria Davidescu & Alina Mihaela Irimescu & Corina-Graziella Batca Dumitru & Viorel Avram, 2023. "Implementation of Energy Efficiency Improvement Measures in Romania and the Role of Professional Accountants," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 25(63), pages 479-479, April.
    9. Lenka Štofejová & Štefan Kráľ & Richard Fedorko & Radovan Bačík & Mária Tomášová, 2023. "Sustainability and Consumer Behavior in Electronic Commerce," Sustainability, MDPI, vol. 15(22), pages 1-16, November.
    10. Claudia Gabriela Baicu & Olimpia State, & Daniel Adrian Gardan & Iuliana Petronela Gardan & Iulia Ruxandra Ticau, 2022. "Financial and Competitive Implications of the European Green Deal – Perceptions of Retail Managers," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 24(61), pages 683-683, August.
    11. Dana Rad & Lavinia Denisia Cuc & Ramona Lile & Valentina E. Balas & Cornel Barna & Mioara Florina Pantea & Graziella Corina Bâtcă-Dumitru & Silviu Gabriel Szentesi & Gavril Rad, 2022. "A Cognitive Systems Engineering Approach Using Unsupervised Fuzzy C-Means Technique, Exploratory Factor Analysis and Network Analysis—A Preliminary Statistical Investigation of the Bean Counter Profiling Scale Robustness," IJERPH, MDPI, vol. 19(19), pages 1-19, October.

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    Keywords

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    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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