WAYS TO SHAPE THE CONSUMPTION BEHAVIOR IN THE SPIRIT OF ECOLOGICAL MARKETING

Gabriel Croitoru, Florin Radu and Claudiu Valentin Nitu

Revista Economica, 2012, vol. Supplement, issue 3, 116-121

Abstract: Green customers (buyers) gather way on the market through their ecological concerns and principles. These ones influence the selection systems and decisional processes used when purchasing goods. The reactions of green customers on the market, resulted in actions towards products, brands and firms, influenced by internal and external factors represent the environmental behaviour of purchase. Environmental reasons act as incentives derived from ecological consciousness. Those persons that possess an ecological consciousness will purchase goods that satisfy diverse needs, from the biogenic (hunger, thirst, cold etc) to the psychogenic ones (membership, safety, affection, esteem etc), that have a null impact on environment and health. The safety of green customers will be provided by pets in case of animal lovers, the latter ones representing the sub-segment of the toughest green customers. The need of esteem will be satisfied by the use of luxury clothes and shoes made of ecological materials. The ecological reason is the result of selection, systematization, processing and interpretation of information regarding the ecological products, processes, manufacturers and traders. As the informing process aims to increase awareness and to facilitate the understanding, the green customers will have a positive perception of those products, brands and firms that match the criteria referring to environment protection and life quality. In order to emphasize this behaviour, a study was conducted with the view to determining the knowledge level of the students from the Faculty of Economic Sciences - Valahia University from Targoviste in the field of ecological nutrition and, based on the results, some directions to follow were determined. The thematic goal of the present research was the knowledge of students` interest for getting ecological education and for ecologic products consumption.

Date: 2012
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