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Green Marketing: The Environmentally-Friendly Attributes of Products and Decision to Purchase

Witek Lucyna ()
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Witek Lucyna: Rzeszow University of Technology, Faculty of Management, Department of Marketing, Powstańców Warszawy 12, 35-959Rzeszów, Poland

Folia Oeconomica Stetinensia, 2020, vol. 20, issue 2, 451-467

Abstract: Research background: Currently the degradation of the environment which consumers contribute to is an important problem. Purchase behavior plays a key role as it is associated with the choice of products by consumers who are increasingly taking into account environmentally-friendly criteria. The effective implementation of marketing strategies that take into account the principles of sustainable development is possible under the condition of changes in the behavior of purchasers.

Keywords: eco-friendly products; green marketing; green purchasing inconsistency; purchase; environmentally-friendly attributes (search for similar items in EconPapers)
JEL-codes: D46 E31 M31 (search for similar items in EconPapers)
Date: 2020
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DOI: 10.2478/foli-2020-0059

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