Green Purchase Behavior of University Students in Hungary: An Empirical Study

Farheen Naz, Judit Oláh, Dinu Vasile and Róbert Magda
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Farheen Naz: Doctoral School of Management and Business Administration, Szent Istvan University, 2100 Gödöllő, Hungary
Judit Oláh: Department of Management, Faculty of Applied Sciences, 41-300 Dabrowa Górnicza, Poland
Dinu Vasile: Department of Business, Consumer Sciences and Quality Management, Bucharest Academy of Economic Studies, 010374 Bucharest, Romania
Róbert Magda: Faculty of Economics and Social Sciences, Szent Istvan University, 2100 Gödöllő, Hungary

Sustainability, 2020, vol. 12, issue 23, 1-21

Abstract: In this modern age of digitalization, consumers have access to an ample amount of information regarding a product’s quality and benefits, which makes consumers more conscious of their consumption patterns and their impact on social and environmental development. Likewise, marketing strategies have also taken a dramatic leap forward and started focusing on social responsibility, ethics, and environmental protection. The notion of environmental sustainability has created a market niche over several decades and has captured the market of pro-environmental consumers. However, there are still many latent factors that are obstacles to shifting the behavior of consumers towards buying green products. The present study was conducted to recognize factors that affect the consumers’ behavior when purchasing eco-friendly products. They were collected from 1185 university students in Hungary. To analyze the data, multiple regression and exploratory factor analysis (EFA) were used. The results showed that willingness to pay (WTP) and green purchase intention (GPI) are the chief factors that affect the green purchase behavior (GPB) of these students. Environmental knowledge (EK) also has an important and positive impact on the green purchase behavior (GPB) of consumers, although regarding demographic variables, no such influence was noted. To conclude, the study showed that there was no bias in terms of age, gender, or qualification in the behavior of young students, as they have sufficient knowledge of environmental problems and are very willing to pay for environmentally friendly products. This study will create self-awareness among young consumers about their environmentally friendly purchasing behavior. This research will further benefit policymakers and marketers of the EU and Hungary to enhance their marketing strategies to promote their green products and their benefits. Future research can be developed on this theoretical framework and will help academicians to further reduce the research gap by using different constructs and methodologies.

Keywords: green products; willingness to pay; perceived consumer effectiveness; environmental knowledge; green purchase behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (18)

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