The Role of Consumers' Behavior in Applying Green Marketing: an Economic Analysis of the Nonalcoholic Beverages Industry in Kosova

• Autorzy: Ganimete Podvorica , Fatos Ukaj
• Języki publikacji: EN

Abstrakty

EN

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)

Słowa kluczowe

EN

Trust; Green economy; Consumer; Climate

PL

Zaufanie; Zielona gospodarka; Konsument; Klimat

• Czasopismo: Wroclaw Review of Law, Administration & Economics
• Rocznik: 2019
• Tom: 9
• Numer: nr 1
• Strony: 1--23

Twórcy

autor

Ganimete Podvorica

• University of Prishtina 'Hasan Prishtina'

autor

Fatos Ukaj

• University of Prishtina 'Hasan Prishtina'

Bibliografia

• Ball Dwayne, Coelho Pedro Simões, Machás Alexandra 'The Role of Communication and Trust in Explaining Customer Loyalty: An Extension to the ECSI Model' (2004) 38 (9, 10) EJM 1272, 1293 < doi.org/10.1108/03090560410548979 > accessed 2 March 2018.
• Crosby Lawrence, Evans Kenneth, Cowles Deborah, 'Relationship quality in services selling: an interpersonal influence perspective' (1990) 54 (3) JM 68, 81 < www.jstor.org/stable/1251817> accessed 19 February 2018.
• Chabowski Brian, Mena Jeannete, Gonzalez-Padron Tracy, 'The structure of sustainability research in marketing 1958-2008: a basis for future research opportunities' (2011) 39 (1) JAMS 55, 70 JM <https://doi.org/10.1007/s11747-010-0212-7 > accessed 19 February 2018.
• Chamorro Antonio, Rubio Sergio, Miranda Francisco 'Characteristics of research on green marketing" (2009) 18(4) BSE 223, 239 < https://doi.org/10.1002/bse.571 > accessed 5 October 2017.
• Cooper Tim 'Slower consumption: Reflections on product life spans and the "throwaway society"' (2005) 9 (1, 2) JIE 51, 67 < https://doi.org/10.1162/1088198054084671> accessed 15 December 2017.
• Gordon Ross, Carrigan Marylyn, Hastings Gerard, 'A framework for sustainable marketing' (2011) 11(2) MT 143, 163 < https://doi.org/10.1177/1470593111403218> accessed 11 November 2017.
• Ginsberg Jill Meredith, Bloom Paul, 'Choosing the right green marketing strategy' (2004) 46 (1) MIT SMJ 79, 84 <https://sloanreview.mit.edu/article/choosing-the-rightgreenmarketing-strategy> accessed 8 January 2018.
• Kaplan Brent, Gelioni Brett, Reed Derek, 'A behavioral economic approach to green consumerism: Demand for reusable shopping bags' (2018) 27 BSI 20, 30 <https://doi.org/10.5210/bsi.v27i0.8003> accessed 11 August 2018.
• Kumar Prashant, 'State of green marketing research over 25 years (1990-2014): Literature survey and classification' (2016) 34(1) MIP 137, 158 <https://doi.org/10.1108/MIP-03-2015-0061> accessed 6 December 2017.
• Kilbourne William, Beckmann Suzanne, 'Review and critical assessment of research on marketing and the environment' (1998) 14 (6) JMM 513, 532.
• Kotler Philip, Keller Kevin Lane 'Marketing Management' (2012) 14th ed. New Jersey: Pearson Education Prentice Hall 386.
• Kotler Philip, (2017) 'Philip Kotler: some of my adventures in marketing' (2017) 9(2) JHRM 203, 208 <https://doi.org/10.1108/JHRM-11-2016-0027> accessed 7 February 2018.
• Lee Hsiao Ching, Chang Chun Tuan, Cheng Zhao Hong, Chen Yen Ting 'Will and organic label always increase food consumption? It depends on food type and consumer differences in health locus of control' (2018) 63 FQP 88, 96 <https://doi.org/10.1016/j.foodqual.2017.08.002> accessed 28 August 2018.
• Leonidou Constantinos, Leonidou Leonidas, 'Research into environmental marketing management: a bibliographic analysis' (2011) 45 (1,2) EJM 68, 103 <https://doi.org/10.1108/03090561111095603> accessed 10 April 2018.
• Lu Leslie , Bock Dora , Joseph Mathew, 'Green marketing: what the Millennials buy", (2013) 34 (1) JBS 3, 10 < https://doi.org/10.1108/JBS-05-2013-0036 > accessed 1 June 2018.
• Martenson Rita, 'When is green a purchase motive? Different answers from different selves' (2018) 46 (1) IJRDM 21, 33 <https://doi.org/10.1108/IJRDM-11-2016- 0228 > accessed 20 July 2018.
• Mayer Roger, Davis James, Shoorman David, 'An integrative model of organizational trust' (1995) 20(3) AMR 709, 734 <https://doi.org/10.5465/amr.1995.9508080335> accessed 29 May 2018.
• McDonagh Pierre, Prothero Andrea, 'Sustainability marketing research: past, present and future' (2014) 30 JMM 1186, 1219 < https://doi.org/10.1080/0267257X.2014.943263> accessed 9 February 2018.
• Ministry of Agriculture, Forestry and Rural Development 'Kosovo Green Report 2017' (2017) GK 15,181.
• Ministry of Environment and Spatial Planning 'Strategy on Waste Management 2013-2022' (2013) GK 8, 63.
• Ministry of Health, 'Administrative Instruction MSH 12/2005 on Labeling of Food Products' (2005) Article 3, GoK 14, 26.
• Nguyen The Ninh, Phan Thi Thu Hoai , Cao Tuan Khanh, Nguyen Hoang Viet, 'Green purchase behavior: mitigating barriers in developing countries' (2017) 33 (8) SD 4, 6 <https://doi.org/10.1108/SD-04-2017-0064> accessed 11 March 2018.
• Nielsen Survey Report, 'Doing well by doing good increasingly, consumers care about corporate social responsibility, but does concern convert to consumption?' (2014) <http://www.nielsen.com/content/dam/nielsenglobal/apac/docs/reports/2014/NielsenGlobal-Corporate-Social-Responsibility-Report-June> accessed 26 March 2018.
• Official Journal of the European Union (2006) 'Directive 2006/114/EC of the European Parliament and of the Council of 12 December 2006 concerning misleading and comparative advertising (codified version) <https://eur-lex.europa.eu/eli/dir/2006/114/oj> accessed 3 June 2018.
• Official Gazette of Assembly of Kosovo, Law No.2004/17 on Consumers Protection (2004) Assembly of Kosova.
• Papadas Karlos Konstantinos, Avlonitis George, Carrigan Marylyn, (2017) 'Green marketing orientation : Conceptualization, scale development and validation' (2017) 80 JBR 236, 246 <https://doi.org/10.1016/j.jbusres.2017.05.024> accessed 28 August 2018.
• Pagiaslis Anastasios, Krontalis Athanasios Krystallis, 'Green consumption behavior antecedents: Environmental concern, knowledge, and beliefs' (2014) 31 (5) PM 335, 348 <https://doi.org/10.1002/mar.20698> accessed 22 November 2017.
• Peattie Ken, 'Environmental marketing management: Meeting the green challenge' (1995) University of Michigan: Pitman Publishing.
• Peattie Ken, Collins Andrea , 'Guest editorial: perspectives on sustainable consumption' (2009) 33 (2) IJCS 107, 122 <https://doi.org/10.1111/j.1470- 6431.2009.00758.x > accessed 23 February 2018.
• Polonsky Michael Jay, 'An introduction to green marketing' (1994) 1(1) EGJ <https://www.uow.edu.au/~sharonb/STS300/market/green/article2.html> accessed 10 December 2017.
• Podvorica Hamdi, 'E drejta familjare' (2011) 4th edition Kosovo: University of Prishtina.
• Reichheld Frederick, Schefter Phil , 'E-loyalty your secret weapon on the Web' (2000) 78 (4) HBR 105, 113.
• Treaty on the Functioning of the European Union (1958) Title XV: Consumer Protection.
• Sammer Katharina, Wüstenhagen Rolf 'The influence of eco-labelling on consumer behavior-results of a discrete choice analysis for washing machines' (2006) 15 (3) BSE 185, 199 <https://doi.org/10.1002/bse.522> accessed 11 November 2017.
• Yadav Rambalak, Pathak Govind Swaroop, 'Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior' (2016) 135 JCP 732, 739 <https://doi.org/10.1016/j.jclepro.2016.06.120> accessed 11 March 2018.