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Factors affecting Z generations green purchasing decision
Year after year, green marketing is becoming an increasingly important field of marketing. Increasing environmental awareness leads to more environmentally friendly purchasing behavior. In order to meet demand, companies need to offer more environmentally friendly alternatives to customers. The goal of the study was to research the factors that influence Generation Z green purchasing decisions. To understand this, factors such as green marketing, green marketing strategies, and consumer buying behavior must be considered. This quantitative study was conducted by conducting an online survey. 80 people participated in the online survey. The 20 questions in the questionnaire related to demographics, green products, consumer attitudes towards green advertising, the green values of companies and the impact of purchasing decisions. Responses were analyzed based on participants’ responses. The findings of the survey revealed that customers are well aware of environmental issues and the green values of businesses. Once the green product and the regular product are available, most of them will agree to buy the green product. Nevertheless, most participants are willing to buy products from the company that do not support green values and sustainable practices. Environmental concerns played a role in consumers' choice of a greener option. This will cause them to change their buying behavior in a more sustainable direction. However, many respondents do not choose a greener product because of its more expensive price.
Factors affecting Z generations green purchasing decision
Year after year, green marketing is becoming an increasingly important field of marketing. Increasing environmental awareness leads to more environmentally friendly purchasing behavior. In order to meet demand, companies need to offer more environmentally friendly alternatives to customers. The goal of the study was to research the factors that influence Generation Z green purchasing decisions. To understand this, factors such as green marketing, green marketing strategies, and consumer buying behavior must be considered. This quantitative study was conducted by conducting an online survey. 80 people participated in the online survey. The 20 questions in the questionnaire related to demographics, green products, consumer attitudes towards green advertising, the green values of companies and the impact of purchasing decisions. Responses were analyzed based on participants’ responses. The findings of the survey revealed that customers are well aware of environmental issues and the green values of businesses. Once the green product and the regular product are available, most of them will agree to buy the green product. Nevertheless, most participants are willing to buy products from the company that do not support green values and sustainable practices. Environmental concerns played a role in consumers' choice of a greener option. This will cause them to change their buying behavior in a more sustainable direction. However, many respondents do not choose a greener product because of its more expensive price.
Factors affecting Z generations green purchasing decision
Kemppainen, Jasmin (author)
2021-01-01
Miscellaneous
Electronic Resource
English
Administration and Marketing| , hallinto ja markkinointi|sv=Företagsekonomi , sustainable development , environmental effects , Marketing management , förvaltning och marknadsföring|en=Business Management , environment , green products , Degree Programme in International Business , fi=Liiketalous , consumers , marketing , consumer behaviour
DDC:
710
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