The influence of green marketing on the customers' behavior and decision making
Antipina, Ksenia (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021120824520
https://urn.fi/URN:NBN:fi:amk-2021120824520
Tiivistelmä
The aim of the thesis was to study the influencing factors of green marketing on customers’ behavior and decision making. Therefore, the main task was to evaluate potential customers’ attitude towards green products and promotion.
The theoretical part of the research used a literature review to explain the main concepts concerning green marketing and customer behavior. To collect this data, books, articles, and Internet sources were used.
The empirical part used a quantitative research method implementing an online questionnaire as a data collection method. 112 people of specific target group answered the questions regarding green marketing concepts and their opinion about it. The data was collected and analyzed.
The result of the study determined the level of influence of green market on the respondents’ buying behavior. Moreover, it indicated the factors of influencing, which was not the main goal, however, clarified the question.
The theoretical part of the research used a literature review to explain the main concepts concerning green marketing and customer behavior. To collect this data, books, articles, and Internet sources were used.
The empirical part used a quantitative research method implementing an online questionnaire as a data collection method. 112 people of specific target group answered the questions regarding green marketing concepts and their opinion about it. The data was collected and analyzed.
The result of the study determined the level of influence of green market on the respondents’ buying behavior. Moreover, it indicated the factors of influencing, which was not the main goal, however, clarified the question.