Abstract
Today, green product awareness has increased with the increase of environmentally conscious consumers. The consumers who are sensitive to the environment give more importance to green products in the marketing activities in the enterprises due to the greater demand for green products. The aim of this research is to determine the effects of consumers' environmental sensitivity on green brand preference and green product buying behavior. SPSS 18 and AMOS 20 program were used to analyze the data. The ecological dimension of environmental sensitivity indicates green brand preference (β = 0.70; p <0.05); personal dimension was found to affect green brand preference (β = 0.54; p <0.05) and behavioral dimension affected green brand preference (β = 0.74; p <0.05). Furthermore, it was concluded that green brand preference had an effect on green buying behavior (β = 0.84; p <0.05).
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.