Add to ORKGPurpose – This study aims to test the relationship between skepticism towards green advertisement and environmental concern, attitudes toward green products, and green purchase behaviors amongst Generation Y in Europe.Design/methodology/approach – An online survey was spread amongst people of Generation Y (defined as being born between 1980-2000) who were born or are currently living in Europe. Non-probability sampling was conducted through volunteer, snowball, and convenient sampling. A number of 431 valid responses were analyzed utilizing descriptive statistics, reliability analyses, correlation analysis, hierarchical regression analyses, and multiple linear regression analyses.Findings – Two of the three factors, namely environmental con...
Introduction With the increased interest and awareness toward environmental issues among Swedish con...
Purpose: The purpose of the study is to examine how rational, emotional and mixed appeals influence ...
Objectives The main objective of this study was to explore whether green advertising can ...
Purpose – This study aims to test the relationship between skepticism towards green advertisement an...
This article revisits the widely believed notion of the skeptical green consumer, in other words, th...
Green consumers’ skepticism regarding pro-environmental advertising is the subject of extensive scho...
In 2016, it is no longer possible to deny the existence of global warming and its harmful effects on...
Although much is known about the conscious consumer, very little is known about green advertising. G...
Since terms like “sustainability” and “consumer consciousness” were introduced, green products began...
Changing individual habits towards greener choices is an essential ingredient in tackling the enviro...
Abstract Green marketing has a great power nowadays on consumers, especially on the younger generat...
The objectives of the research are to study the factors the determine consumer intentions towards bu...
Marketing managers strive to understand the emerging “green”market and to identify the determinants ...
Environmental friendly products and packaging are necessary for survival and competing in the curren...
This paper is intended to study on the influential factors in encouraging buying green products beha...
Introduction With the increased interest and awareness toward environmental issues among Swedish con...
Purpose: The purpose of the study is to examine how rational, emotional and mixed appeals influence ...
Objectives The main objective of this study was to explore whether green advertising can ...
Purpose – This study aims to test the relationship between skepticism towards green advertisement an...
This article revisits the widely believed notion of the skeptical green consumer, in other words, th...
Green consumers’ skepticism regarding pro-environmental advertising is the subject of extensive scho...
In 2016, it is no longer possible to deny the existence of global warming and its harmful effects on...
Although much is known about the conscious consumer, very little is known about green advertising. G...
Since terms like “sustainability” and “consumer consciousness” were introduced, green products began...
Changing individual habits towards greener choices is an essential ingredient in tackling the enviro...
Abstract Green marketing has a great power nowadays on consumers, especially on the younger generat...
The objectives of the research are to study the factors the determine consumer intentions towards bu...
Marketing managers strive to understand the emerging “green”market and to identify the determinants ...
Environmental friendly products and packaging are necessary for survival and competing in the curren...
This paper is intended to study on the influential factors in encouraging buying green products beha...
Introduction With the increased interest and awareness toward environmental issues among Swedish con...
Purpose: The purpose of the study is to examine how rational, emotional and mixed appeals influence ...
Objectives The main objective of this study was to explore whether green advertising can ...