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Autor
Podvorica Ganimete (University of Prishtina 'Hasan Prishtina'), Ukaj Fatos (University of Prishtina 'Hasan Prishtina')
Tytuł
The Role of Consumers' Behavior in Applying Green Marketing: an Economic Analysis of the Nonalcoholic Beverages Industry in Kosova
Źródło
Wroclaw Review of Law, Administration & Economics, 2019, vol. 9, nr 1, s. 1-23, tab., rys.,bibliogr. 35 poz.
Słowa kluczowe
Zaufanie, Zielona gospodarka, Konsument, Klimat
Trust, Green economy, Consumer, Climate
Uwagi
summ.
Kraj/Region
Kosowo
Kosovo
Abstrakt
Green marketing in Kosova evolved as a means for enterprises to adjust to increased market competitiveness. The objective of the study was to identify how consumers' environmentally friendly behavior drove the demand for new eco-value market offerings. Concurrently, the study aimed to prove how domestic producers of nonalcoholic beverages used their capabilities to deliver new eco-value market offerings. The research is based on a survey conducted in Kosova. Analysis focused on statistical correlation testing of consumers' green marketing awareness, behavior toward the environment, information search, trust in advertising and labels displaying health benefits of beverages, and attitudes towards a willingness to pay more for organic nonalcoholic beverages compared to non-organic ones. Significant findings were the positive influence of family and media in shaping consumers' environmentally friendly behavior and, in contrast, consumers' mistrust in the marketing activities of producers as a consequence of misleading advertising. (original abstract)
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Bibliografia
Pokaż
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Cytowane przez
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ISSN
2084-1264
Język
eng
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