Comprehensive Study on the Determinants of Green Behaviour of Slovenian Consumers: The Role of Marketing Communication, Lifestyle, Psychological, and Social Determinants

Sabina Krsnik () and Karmen Erjavec
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Sabina Krsnik: Communication Department, University of Novo Mesto, Na Loko 2, 8000 Novo Mesto, Slovenia
Karmen Erjavec: Communication Department, University of Novo Mesto, Na Loko 2, 8000 Novo Mesto, Slovenia

Sustainability, 2024, vol. 16, issue 17, 1-21

Abstract: Despite the growing importance of green consumption, the green attitude–behaviour gap remains a key challenge, highlighting the discrepancy between consumers’ expressed environmental concerns and their actual sustainable-purchasing practices. This study identified key determinants of consumers’ sustainable behaviours and the influence of sustainable development goals-related marketing communication across socio-demographic groups. A quantitative causal research design was employed based on a self-administered online questionnaire targeting the Slovenian population (N = 502). The findings indicate a positive, though weak (ρ = 0.384), correlation between consumers’ attitudes and their behaviours. A substantial and significant positive influence of marketing communication, psychological, and social determinants on pro-environmental behaviour was found, while lifestyle inhibited this behaviour. An analysis of the marketing communication dimension showed that it had the greatest influence on men, consumers aged 35 years or more and those with lower education and income, especially through the information received, trust, and advertisement attractiveness. These results suggest the need for tailored marketing strategies that emphasise practical benefits and trustworthy information to effectively promote sustainable practices. This research underscores the importance of clear and credible marketing communications in fostering sustainable consumer behaviour, particularly in regions where scepticism towards marketing claims is widespread.

Keywords: sustainability; marketing communication; consumers; attitudes; pro-environmental behaviour (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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