A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
Green Marketing’s Roles in Sustainability and Ecopreneurship. Case Study: Green Packaging’s Impact on Romanian Young Consumers’ Environmental Responsibility
In contemporary society, which is preoccupied with sustainability issues, green marketing highlights a new dimension of the economic, social, and environmental responsibilities of businesses. This article aims to provide an integrative vision on green marketing roles in informing, raising awareness, educating, and changing consumer behaviour towards sustainability and ecopreneurship and to highlight the results of research regarding PlantBottle® green packaging’s impact on the environmental responsibility of young consumers. The research was conducted based on a survey, and data were processed with statistical methods. The research results validate a set of hypotheses regarding: Romanian consumers’ lack of information leading to environmental responsibility; the impact of environmental information and awareness on green responsible behaviour; and the need to intensify efforts towards environmental responsibility. By the novelty of the research, which was conducted in a country that has rather recently become preoccupied with sustainability issues, the paper fills in a gap in a relatively limited research area: countries where green culture is developing and can become a landmark with implications for managers, educators, and the scientific community.
Green Marketing’s Roles in Sustainability and Ecopreneurship. Case Study: Green Packaging’s Impact on Romanian Young Consumers’ Environmental Responsibility
In contemporary society, which is preoccupied with sustainability issues, green marketing highlights a new dimension of the economic, social, and environmental responsibilities of businesses. This article aims to provide an integrative vision on green marketing roles in informing, raising awareness, educating, and changing consumer behaviour towards sustainability and ecopreneurship and to highlight the results of research regarding PlantBottle® green packaging’s impact on the environmental responsibility of young consumers. The research was conducted based on a survey, and data were processed with statistical methods. The research results validate a set of hypotheses regarding: Romanian consumers’ lack of information leading to environmental responsibility; the impact of environmental information and awareness on green responsible behaviour; and the need to intensify efforts towards environmental responsibility. By the novelty of the research, which was conducted in a country that has rather recently become preoccupied with sustainability issues, the paper fills in a gap in a relatively limited research area: countries where green culture is developing and can become a landmark with implications for managers, educators, and the scientific community.
Green Marketing’s Roles in Sustainability and Ecopreneurship. Case Study: Green Packaging’s Impact on Romanian Young Consumers’ Environmental Responsibility
Mihaela Kardos (author) / Manuela Rozalia Gabor (author) / Nicoleta Cristache (author)
2019
Article (Journal)
Electronic Resource
Unknown
green marketing , environmental responsibility , sustainability , ecopreneurship , PlantBottle<sup>®</sup> green packaging , consumer awareness and education , green culture , sustainable development , Romanian young consumers , Environmental effects of industries and plants , TD194-195 , Renewable energy sources , TJ807-830 , Environmental sciences , GE1-350
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