Okoljska ozaveščenost, skepticizem do zelenih oznak in pripravljenost plačati več za zelene izdelke : eksplorativna analiza

slovenian

2018

volume 13, issue 27

Društvo za marketing Slovenije
(Obvezni izvod spletne publikacije)

Green labels play an important role when making the marketing mix greener. Green labels are a synonym for labelling products which meet environmental and social standards and help consumers identify environmentally friendly products. This exploratory study aims to determine how selected factors - environmental consciousness and scepticism toward green labels - influence consumers' willingness to pay more for green products. A web survey was administered and a total of 207 usable questionnaires were obtained. Structural equation modeling (PLS SEM) was applied to test the conceptual research model. Results indicate that environmental consciousness significantly influences the willingness to pay more for green products. In addition, the findings revealed that environmental consciousness has a significant negative effect on scepticism as well as that scepticism toward green labels negatively affects the willingness to pay more for a green product.

26.05.2020