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The Influence of Green Marketing on Behavior: How Knowledge, Attitudes, and Interaction Mediate the Intention to Engage in Green Practices

Author

Listed:
  • Jusuf Zeqiri

    (South-East European University)

  • Marcos Komodromos

    (University of Nicosia)

  • Vjollca Visoka Hasani

    (AAB College)

  • Sara El-Deeb

    (German University in Cairo)

  • Mirjana Pejić Bach

    (University of Zagreb)

Abstract

This research aims to analyse the current literature on business ecosystems in the life sciences sector, with a focus on the evolution, opportunities, and impacts of collaborative, formal and informal systems. Business ecosystems, while not constrained by geography, create value through decentralised social ties and informal interconnections. In recent years, also due to COVID-19, there has been a growing interest in the life sciences sector among business scholars. This chapter proposes a bibliometric analysis of papers published between 2019 and 2023, with the aim of analysing the main issues addressed by scholars adopting an approach that is as comprehensive as possible for both the definitions of ecosystems and life sciences. The study identifies managerial implications, emphasising the importance of ecosystem management that integrates system logic and sustainability. Finally, limitations are highlighted, suggesting future research over a longer period and aimed at specific subsectors of life sciences.

Suggested Citation

  • Jusuf Zeqiri & Marcos Komodromos & Vjollca Visoka Hasani & Sara El-Deeb & Mirjana Pejić Bach, 2025. "The Influence of Green Marketing on Behavior: How Knowledge, Attitudes, and Interaction Mediate the Intention to Engage in Green Practices," Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business,, Palgrave Macmillan.
    • Handle: RePEc:pal:pscchp:978-3-031-89806-8_7
    DOI: 10.1007/978-3-031-89806-8_7
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