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Green Marketing: The Environmentally-Friendly Attributes of Products and Decision to Purchase

Author

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  • Witek Lucyna

    (Rzeszow University of Technology, Faculty of Management, Department of Marketing, Powstańców Warszawy 12, 35-959Rzeszów, Poland)

Abstract

Research background: Currently the degradation of the environment which consumers contribute to is an important problem. Purchase behavior plays a key role as it is associated with the choice of products by consumers who are increasingly taking into account environmentally-friendly criteria. The effective implementation of marketing strategies that take into account the principles of sustainable development is possible under the condition of changes in the behavior of purchasers.

Suggested Citation

  • Witek Lucyna, 2020. "Green Marketing: The Environmentally-Friendly Attributes of Products and Decision to Purchase," Folia Oeconomica Stetinensia, Sciendo, vol. 20(2), pages 451-467, December.
    • Handle: RePEc:vrs:foeste:v:20:y:2020:i:2:p:451-467:n:2
    DOI: 10.2478/foli-2020-0059
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    More about this item

    Keywords

    eco-friendly products; green marketing; green purchasing inconsistency; purchase; environmentally-friendly attributes;
    All these keywords.

    JEL classification:

    • D46 - Microeconomics - - Market Structure, Pricing, and Design - - - Value Theory
    • E31 - Macroeconomics and Monetary Economics - - Prices, Business Fluctuations, and Cycles - - - Price Level; Inflation; Deflation
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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