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Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour
This study aims to explore whether consumers’ attention to companies’ green marketing communication influences their green purchase behaviour. It also analyses the importance of consumers’ characteristics, namely gender, education, and green attitudes, in their attention to companies’ green marketin...
Autores principales: | , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
MDPI
2023
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9858907/ https://www.ncbi.nlm.nih.gov/pubmed/36674112 http://dx.doi.org/10.3390/ijerph20021356 |
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author | Correia, Elisabete Sousa, Sara Viseu, Clara Larguinho, Manuela |
author_facet | Correia, Elisabete Sousa, Sara Viseu, Clara Larguinho, Manuela |
author_sort | Correia, Elisabete |
collection | PubMed |
description | This study aims to explore whether consumers’ attention to companies’ green marketing communication influences their green purchase behaviour. It also analyses the importance of consumers’ characteristics, namely gender, education, and green attitudes, in their attention to companies’ green marketing communication. An online survey was carried out on the population residing in Portugal over 18 years of age, allowing us to collect 690 valid responses. Data analysis techniques including descriptive analyses, parametric and non-parametric tests, linear correlation, and regression analysis were used. The achieved results allow us to conclude that consumers are attentive to companies’ green marketing communication. A strong correlation between consumers’ attention to companies’ green marketing communication and green purchasing behaviour was identified. The results also confirm that individuals with higher educational levels and green attitudes and females are the most attentive to companies’ green marketing communication. |
format | Online Article Text |
id | pubmed-9858907 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2023 |
publisher | MDPI |
record_format | MEDLINE/PubMed |
spelling | pubmed-98589072023-01-21 Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour Correia, Elisabete Sousa, Sara Viseu, Clara Larguinho, Manuela Int J Environ Res Public Health Article This study aims to explore whether consumers’ attention to companies’ green marketing communication influences their green purchase behaviour. It also analyses the importance of consumers’ characteristics, namely gender, education, and green attitudes, in their attention to companies’ green marketing communication. An online survey was carried out on the population residing in Portugal over 18 years of age, allowing us to collect 690 valid responses. Data analysis techniques including descriptive analyses, parametric and non-parametric tests, linear correlation, and regression analysis were used. The achieved results allow us to conclude that consumers are attentive to companies’ green marketing communication. A strong correlation between consumers’ attention to companies’ green marketing communication and green purchasing behaviour was identified. The results also confirm that individuals with higher educational levels and green attitudes and females are the most attentive to companies’ green marketing communication. MDPI 2023-01-11 /pmc/articles/PMC9858907/ /pubmed/36674112 http://dx.doi.org/10.3390/ijerph20021356 Text en © 2023 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). |
spellingShingle | Article Correia, Elisabete Sousa, Sara Viseu, Clara Larguinho, Manuela Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour |
title | Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour |
title_full | Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour |
title_fullStr | Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour |
title_full_unstemmed | Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour |
title_short | Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour |
title_sort | analysing the influence of green marketing communication in consumers’ green purchase behaviour |
topic | Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9858907/ https://www.ncbi.nlm.nih.gov/pubmed/36674112 http://dx.doi.org/10.3390/ijerph20021356 |
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