The effects of green digital marketing towards finnish consumers’ environmental awareness and company’s sustainability

Abstract

In recent years, green consumption and its green digital marketing platform are becoming more and more trending in the whole world. Finland is a developed country where people try to build their eco-lifestyle, to the best of their ability. The objective of this study is to identify the environmental consciousness based on Finnish consumer behavior of eco-products, the attitude towards green consumption & green marketing effects, and their willingness to take action to fight for the environment. The problem statements are built up as three hypotheses based on environmental acknowledgment, consumer attitude, green purchasing behavior, and the green marketing factor contribute to eco-consumption. From there, the three statements will be examined and quantified. The theoretical framework is established from the general marketing concept to marketing mix 4P & 7P, digital marketing, and continue stepping to the concep-tual framework of green purchasing and consumer attitude towards eco-products and the green marketing element. A related ramification of Corporate Social Re-sponsibility (CSR) and green digital marketing also are mentioned and scruti-nized. By the choice of using a quantitative method, the empirical part was built and implemented in the online E-lomake form of 27 questions. The result answered all three hypotheses and showed a high remarkable awareness of current eco-system problems and green buying options. It also displayed a positive attitude of Finnish purchasers to switch to more sustainable buying decisions and their willingness to maintain the sustainable style of living.