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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Green Marketing—Motivation of Environmental Consumer Behavior
Author(s)
Veronika Svatošová
Full-Text PDF
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DOI:10.17265/1537-1514/2012.12.011
Affiliation(s)
Veronika Svatošová, Ing., University of Pardubice, Faculty of Economics and Administration, Institute of Business Economics and Management.
ABSTRACT
This article deals with the current possibilities of green marketing and environmental issues. It explains the basic characteristics, historical development, and current trends. The area of environmental management offers additional options to competition and gains a stable position in the market. The attitudes and behaviors of consumers are changing in favor of environmentally oriented purchases with increasing environmental knowledge. However, surveys show that consumers still need an effective education for environmentalism to be effectively developed. Therefore, green marketing is earmarked from the examined area. The aim of this paper is based on analysis, synthesis, and a personally conducted survey to map the environmental consumer behaviors (n = 261 respondents; n = 129 respondents “face to face”; n = 132 online respondents) on the Czech market, followed by comparison with relevant local and foreign research and based on the collected data to provide recommendations for further development of green marketing. The article also builds on hypotheses that confirm or disprove the dependability between relationship to environmentalism and sensitivity to different types of marketing tools by the test of independence. Another hypothesis is based on test of coincidence (X2-test), which confirms or refutes if the position on ecological behavior is distributed evenly among respondents. The results show that there is no dependability between the relationship of respondents to the environment and sensitivity to any type of advertisement and the relationship to the environment are not evenly distributed. The survey shows that users of the Internet have more positive relationship to the environment as well as environmental protection. This means that it is possible to include this fact in the marketing strategies. It can be said that the environmentalism affects all the areas of life, including production, trade, and promotion of goods. Marketers must count with these new aspects of enterprise.
KEYWORDS
green marketing, environment, environmental product, environmental management, environmental consumer behavior, new trends and tools of marketing
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