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Green Marketing, Environmental Awareness, and Innovation as Factors for the Purchase of Green Products
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Author(s): Isabel Fernandes Pinto (ISAG – European Business School and Research Center in Business Sciences and Tourism (CICET-FCVC), Portugal), Ana Pinto Borges (ISAG – European Business School and Research Center in Business Sciences and Tourism (CICET-FCVC), Portugal & COMEGI (Research Centre in Organizations, Markets and Industrial Management), Portugal), Elvira Vieira (ISAG – European Business School and Research Center in Business Sciences and Tourism (CICET-FCVC), Portugal & IPVC- Polytechnic Institute of Viana do Castelo & UNIAG - Applied Management Research Unit, Portugal), Bruno Miguel Vieira (ISAG – European Business School and Research Center in Business Sciences and Tourism (CICET-FCVC), Portugal), Márcia Monteiro (ISAG – European Business School and Research Center in Business Sciences and Tourism (CICET-FCVC), Portugal)and Daniela Castilho (ISAG – European Business School and Research Center in Business Sciences and Tourism (CICET-FCVC), Portugal)
Copyright: 2023
Pages: 17
Source title:
Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future
Source Author(s)/Editor(s): Reason Masengu (Middle East College, Muscat, Oman), Stanilas Bigirimana (Africa University, Zimbabwe), Option Takunda Chiwaridzo (University of Science and Technology Beijing, Beijing, China), Ruzive Bensson (Modern College of Business and Science, Oman)and Christina Blossom (Middle East College, Oman)
DOI: 10.4018/979-8-3693-0019-0.ch009
Purchase
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Abstract
This chapter analyses the importance of Portuguese consumers' degree of environmental awareness when faced with the decision to purchase sustainable products, with the purpose of helping to better understand the ecologically aware consumer profile. It was applied an online questionnaire survey to collect the data, and 269 answers were obtained. The authors followed recommendations of scales proposed by authors such as Straughan and Roberts; Chan; and Panucci-Filho, Rossato, and Henkes. The results highlight environmental awareness as a relevant factor for the purchase of sustainable products, and the variables age and gender were the ones that proved to be most significant to describe the profile of the ecologically concerned consumer because it denotes more accentuated levels in the female gender as well as in a younger age group. Another conclusion to be drawn is that the level of environmental awareness and purchase intention and actual purchase are positively related, that is, an ecologically aware consumer more easily considers the purchase of sustainable products.
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