Object's details: The Role of Consumers’ Behaviour in Applying Green Marketing: An Economic Analysis of the Non-alcoholic Beverages Industry in Kosova

Description

• PLMET:
  
  http://confluence.man.poznan.pl/community/display/FBCMETGUIDE
• Title:
  
  
  The Role of Consumers’ Behaviour in Applying Green Marketing: An Economic Analysis of the Non-alcoholic Beverages Industry in Kosova
• Creator:
  
  
  Podvorica, Ganimete
  ;
  Ukaj, Fatos
  
• Subject and Keywords:
  
  
  consumer’s environmentally friendly behavior;
  trust;
  green marketing;
  
  
  
  przyjazne dla środowiska zachowania konsumentów;
  zielony marketing
• Abstract:
  
  
  Green marketing in Kosova evolved as a means for enterprises to adjust to increased market competitiveness. The objective of the study was to identify how consumers’ environmentally friendly behavior drove the demand for new eco-value market offerings. Concurrently, the study aimed to prove how domestic producers of nonalcoholic beverages used their capabilities to deliver new eco-value market offerings. The research is based on a survey conducted in Kosova. Analysis focused on statistical correlation testing of consumers’ green marketing awareness, behavior toward the environment, information search, trust in advertising and labels displaying health benefits of beverages, and attitudes towards a willingness to pay more for organic nonalcoholic beverages compared to non-organic ones. Significant findings were the positive influence of family and media in shaping consumers’ environmentally friendly behavior and, in contrast, consumers’ mistrust in the marketing activities of producers as a consequence of misleading advertising.
• Place of publishing:
  
  
  Wrocław
• Publisher:
  
  
  University of Wroclaw. Faculty of Law, Administration & Economics
• Contributor:
  
  
  Kozłowski, Artur
  :
  Redaktor,
• Date issued:
  
  2019
• Resource Type:
  
  
  text;
  
  
  
  tekst
• Detailed Type:
  
  
  article;
  
  
  
  artykuł
• Identifier:
  
  oai:repozytorium.uni.wroc.pl:128790 ;
  eISSN 2084-1264
• DOI:
  
  10.1515/wrlae-2018-0061
• Language:
  
  eng
• Abstract Language :
  
  eng
• Relation:
  
  
  Wroclaw Review of Law, Administration & Economics, vol.9, no.1, 2019, pp.1-25
• Is version of:
  
  https://www.sciendo.com/issue/WRLAE/9/1
• Access rights:
  
  
  Attribution, Non-Commercial;
  
  
  
  Uznanie autorstwa
• License:
  
  
  Creative Commons - Attribution (CC BY 4.0);
  
  
  
  https://creativecommons.org/licenses/by/4.0/deed.pl ;
  Creative Commons - Uznanie autorstwa (CC BY 4.0)
• Rights holder:
  
  Copyright by Wroclaw Review of Law, Administration & Economics, published by Sciendo
• Autor opisu:
  
  WR U/PAdbg

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Additional information

• Creation date: 2021-09-24
• Last modification date: 2024-03-27
• Content object's number of views: 69
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• Download IIIF manifest:
  https://repozytorium.uni.wroc.pl/iiif-manifest/manifest/128790/PDF.json