The Impact of Green Marketing on the Buying Behavior of International Students at Karelia University of Applied Sciences
Saranta, Sara-Sofia (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060421139
https://urn.fi/URN:NBN:fi:amk-2023060421139
Tiivistelmä
The growing concern for environmental protection and sustainability has significantly influenced consumers' awareness about the effects of their buying behavior. The aim of this thesis was to investigate the impact of green marketing strategies on the purchasing behavior of international students at Karelia University of Applied Sciences.
The theoretical background of the study consists of a literature review that examines existing materials related to the topic, while the empirical research of the thesis was quantitative in nature. A survey type methodological research was executed to the targeted demographic.
The findings of this research show support for previous existing studies, that a positive relationship between green marketing elements and consumer buying behavior can be identified. The findings also suggest that the primary inhibiting factor for greener purchasing decisions within the targeted demographic might be resource scarcity, while also a clear trend of environmental concern and a willingness to prefer environmentally friendly products are visible in the results.
The theoretical background of the study consists of a literature review that examines existing materials related to the topic, while the empirical research of the thesis was quantitative in nature. A survey type methodological research was executed to the targeted demographic.
The findings of this research show support for previous existing studies, that a positive relationship between green marketing elements and consumer buying behavior can be identified. The findings also suggest that the primary inhibiting factor for greener purchasing decisions within the targeted demographic might be resource scarcity, while also a clear trend of environmental concern and a willingness to prefer environmentally friendly products are visible in the results.