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- Title
ŽALIŲJŲ PRODUKTŲ PIRKIMO PROCESUI ĮTAKĄ DARANČIŲ VEIKSNIŲ TYRIMAS.
- Authors
Lynikaitė, Rūta; Liesionis, Vytautas
- Abstract
The consequences of wrong use of green marketing (green washing) is affecting market event now. Part of customers, who are aware of ecological problems and want to make a difference with their actions, do not see green products purchase as a way to improve the environment. This phenomenon is also known as values/behavior gap. Also there is another group of customers, who are willing to pay more for green products. This dual situation of different views to green products consuming need deeper research. The aim of this paper is to study green products purchase habits; identify the course of green buying and main actions influencing it. To achieve this goal the customer research was organized, there the main goal was to study buying habits of green consumers. The results of this study helped to identify the factors that are influencing green product buying process. Also the main reasons of values/behavior gap were identified. These findings are making suggestion to research deeper the influence of green factor in certain products groups buying decisions making process and different target groups views to green products.
- Subjects
LITHUANIA; GREEN marketing; PURCHASING; GREEN products; CONSUMER attitudes; FOOD consumption; DECISION making
- Publication
Management Theory & Studies for Rural Business & Infrastructure Development, 2010, Vol 22, Issue 3, p105
- ISSN
1822-6760
- Publication type
Article