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Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour

Author

Listed:
  • Elisabete Correia

    (Coimbra Business School|ISCAC and CEFAGE, 3040-316 Coimbra, Portugal)

  • Sara Sousa

    (Coimbra Business School|ISCAC and CERNAS, 3040-316 Coimbra, Portugal)

  • Clara Viseu

    (Coimbra Business School|ISCAC and CICF, 3040-316 Coimbra, Portugal)

  • Manuela Larguinho

    (Coimbra Business School|ISCAC and CIMA, 3040-316 Coimbra, Portugal)

Abstract

This study aims to explore whether consumers’ attention to companies’ green marketing communication influences their green purchase behaviour. It also analyses the importance of consumers’ characteristics, namely gender, education, and green attitudes, in their attention to companies’ green marketing communication. An online survey was carried out on the population residing in Portugal over 18 years of age, allowing us to collect 690 valid responses. Data analysis techniques including descriptive analyses, parametric and non-parametric tests, linear correlation, and regression analysis were used. The achieved results allow us to conclude that consumers are attentive to companies’ green marketing communication. A strong correlation between consumers’ attention to companies’ green marketing communication and green purchasing behaviour was identified. The results also confirm that individuals with higher educational levels and green attitudes and females are the most attentive to companies’ green marketing communication.

Suggested Citation

  • Elisabete Correia & Sara Sousa & Clara Viseu & Manuela Larguinho, 2023. "Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour," IJERPH, MDPI, vol. 20(2), pages 1-17, January.
    • Handle: RePEc:gam:jijerp:v:20:y:2023:i:2:p:1356-:d:1032752
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