engleski

Some important factors that affect consumer's green behaviour

Continuous environmental exacerbation over the last few decades has drastically increased the consumer's consciousness of environmental problems which has had a profound effect on consumer behaviour. The changes in society are changing value systems and consumeres preferences. It is about new lifstyle ideas because some consumers have realized that their behavior has a direct impact on many environmental issues. Therefore such consumer response to marketing makes it very important step towards shaping sustainable scope of taken mesures and actions of green behaviour. Green or environmental marketing should be seen as a tool towards sustainable development and satisfaction of new green consciousness consumers and their needs. From one side it has to satify the requirements of customer and society, and from the other side its aim is to make benfits for companies and their stakeholders in a profitable and sustainable way. This paper examines aspects of environmental concerned consumers' attitudes and its potential impact on their economic and social behaviour, first of all in terms of pro-environmental purchasing behaviour. The purpose is to introduce green patterns of consumption into contemporary lifestyles as much as possible and clarify what is the role of marketing. Undertaken survey attempts to examine some factors that affect green consciousness of two college students groups in nortwest Croatia. One group were students of business administration, and other were students of agriculture. By examining factors that affect greeen consciousness it was attempted to find out their attitudes and values towards pro-environmental behaviour. Reviewed attitudes and values have showed that environmental issues play primary role in creation of green behaviour and can be used as consistent predictor of pro-environmental purchasing behaviour. Also, very importan factor is legislative too. Namely, the survey's intent is to find out how legislative effects on respondents' environmental awareness. A latent objective was to bring attention to the significant social responsibility role that green consciousness can play in the preservation of environment by adoption of certain green practices.

pro-environmental attitudes ; green behaviour ; environmental concerned consumer ; green marketing

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