Determinants Of Romanian Consumers’ Green Purchase Intention- A Psychographic Perspective

If demographics refers to external characteristics, including age, gender, annual income or educational attainment, psychographics manages to break the external barrier and provides insight of consumers’ lifestyles, values, attitudes, interests or opinions. In comparison, demographics has the benefit of understanding “who” buys the product or the service, while psychographics is responsible for understanding “why” they buy it. The purpose of this paper is to investigate the psychographic factors that influence the consumer’s green purchase intention. In order to achieve this, the questionnaire proposed by Sandu (2015), based on the study of relevant and recent literature and adapted to the Romanian environment, was applied online to potential consumers and effective consumers of ecological products of Iaşi city. A number of 98 answers were collected and analyzed with the help of SPSS 20.0 software. Results show that, from the four selected psychographic factors, perceived consumer effectiveness and health consciousness have an influence on consumer’s green purchase intention. The significance of the study consists in a better understanding of the green consumer’s behavior and a starting point for marketing people in targeting consumers and building strategies to increase the market share of ecological products.