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Green products: digital marketing and consumer behavior for sustainability

Author

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  • Tsekouropoulos, Georgios
  • Koliouska, Christiana
  • Theocharis, Dimitrios
  • Andreopoulou, Zacharoula

Abstract

The main objective of the current study is to present the potential of digital marketing for green products and especially, to contribute on knowledge regarding the factors that affect online consumer behavior towards green sustainable products. Moreover, the primary research is going to identify the most important factors during the online shopping process, as well as, the existence of statistically significant relationships between the variables of the research and specifically the intention to buy online green products, the factors of perceived value (quality, emotional, price and social), the brand consciousness of customers and consumers’ attitude toward green products. A primary quantitative research has been conducted in order to answer on specific research hypothesis that have been stated in the methodology chapter. The main findings of the research illustrate that there are positive relationships between the intention to buy online green sustainable products, the factors of perceived value (quality, emotional, price and social), the brand consciousness of online customers and consumers’ attitude toward green products, and with some of the demographic variables.

Suggested Citation

  • Tsekouropoulos, Georgios & Koliouska, Christiana & Theocharis, Dimitrios & Andreopoulou, Zacharoula, 2018. "Green products: digital marketing and consumer behavior for sustainability," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 0(Issue 2).
    • Handle: RePEc:ags:aergaa:330629
    DOI: 10.22004/ag.econ.330629
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