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Green Purchase Determinants in a Peripheral Region of Europe: How Can Green Marketing Influence Consumers’ Decisions? The Mediating Role of Green Awareness of Price

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  • João M. Lopes

    (Instituto Superior Miguel Torga, 3000-132 Coimbra, Portugal
    NECE-UBI—Research Unit in Business Sciences, University of Beira Interior, 6201-001 Covilhã, Portugal)

  • Luis Filipe Silva

    (Instituto Superior Miguel Torga & Instituto Superior de Contabilidade e Administração, Universidade de Aveiro, 3810-193 Aveiro, Portugal)

  • Ilda Massano-Cardoso

    (Instituto Superior Miguel Torga, 3000-132 Coimbra, Portugal
    Faculty of Medicine, University of Coimbra, 3000-548 Coimbra, Portugal
    CEISUC—Faculty of Economics, University of Coimbra, 3004-512 Coimbra, Portugal)

  • Ana Galhardo

    (Instituto Superior Miguel Torga, 3000-132 Coimbra, Portugal)

Abstract

As environmental concerns continue to arise, companies are increasingly turning to green marketing strategies and promoting green purchasing decisions to meet consumer demand for sustainable products and services. Peripheral regions, often overlooked in discussions about sustainability, have a unique opportunity to position themselves as leaders in environmentally responsible practices through green marketing strategies. This can represent an opportunity to boost economic growth while protecting the environment for future generations. This paper studies the influencers of consumer purchasing decisions in a country located in the periphery of Europe. One thousand two hundred fifty-five responses were collected. A multiple linear regression analysis was conducted. It was found that the decision to purchase green products seems to be influenced by factors such as environmental awareness, the perceived quality of green products, the desire to purchase them, and the prospect of a greener future. This study’s key findings indicate that price awareness acts as a mediator, amplifying the influence of environmental concerns, perceived quality, willingness to purchase, future estimations, and perceived benefits on consumers’ green purchasing decisions. This underscores the importance of consumers’ awareness of the pricing for green products. Understanding the factors influencing green purchasing behavior in peripheral regions of Europe is crucial for businesses and policymakers seeking to promote sustainable consumption practices. The current study offers insights for promoting more sustainable consumption practices in these regions.

Suggested Citation

  • João M. Lopes & Luis Filipe Silva & Ilda Massano-Cardoso & Ana Galhardo, 2024. "Green Purchase Determinants in a Peripheral Region of Europe: How Can Green Marketing Influence Consumers’ Decisions? The Mediating Role of Green Awareness of Price," Administrative Sciences, MDPI, vol. 14(11), pages 1-24, November.
    • Handle: RePEc:gam:jadmsc:v:14:y:2024:i:11:p:293-:d:1516165
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    References listed on IDEAS

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    1. Piyanoot Kamalanon & Ja-Shen Chen & Tran-Thien-Y Le, 2022. "“Why Do We Buy Green Products?” An Extended Theory of the Planned Behavior Model for Green Product Purchase Behavior," Sustainability, MDPI, vol. 14(2), pages 1-28, January.
    2. Guanfei Zhang & Mei Li & Jin Li & Min Tan & Huie Li & Yiping Zhong, 2022. "Green Product Types Modulate Green Consumption in the Gain and Loss Framings: An Event-Related Potential Study," IJERPH, MDPI, vol. 19(17), pages 1-17, August.
    3. Ildiko Kovacs & Eva Reka Keresztes, 2022. "Perceived Consumer Effectiveness and Willingness to Pay for Credence Product Attributes of Sustainable Foods," Sustainability, MDPI, vol. 14(7), pages 1-17, April.
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