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The Role of Consumers’ Behaviour in Applying Green Marketing: An Economic Analysis of the Non-alcoholic Beverages Industry in Kosova Cover

The Role of Consumers’ Behaviour in Applying Green Marketing: An Economic Analysis of the Non-alcoholic Beverages Industry in Kosova

Wroclaw Review of Law, Administration & Economics
Volume 9 (2019): Issue 1 (December 2019)
By:  and    
Open Access
|Jun 2020
Figures & tables

Figures & Tables

Chart 1

Family size

Chart 2

Monthly income (in euros, €)

Chart 3

Purchase of eco-friendly products

Chart 4

Respondents’ green marketing awareness

Table 1

First Hypothesis Test

Hypothesis 1Green marketing awarenessPurchase of eco-friendly products (natural beverages)
Green marketing awarenessPearson correlation1.215**
Significance (two-tailed)0
N539531
Purchase of eco-friendly products (natural beverages)Pearson Correlation.215**1
Significance (two-tailed)0
N531532

** Correlation is significant at the .01 (two-tailed).

Chart 5

Respondents’ trust in advertising concerning health benefits of non-alcoholic beverages versus respondents’ trust in producers claiming to be environmentally friendly.

Table 2

Second Hypothesis Test

Hypothesis 2Trust in producers claiming to be environmentally friendlyTrust in advertising concerning health benefits of beverages
Trust in producers claiming to be environmentally friendlyPearson correlation1.115**
Significance (two-tailed).008
N529524
Trust in advertising concerning health benefits of beveragesPearson correlation.115**1
Significance (two-tailed).008
N524533

** Correlation is significant at the .01 (2-tailed).

Chart 6

Participation in environment protection activities

Chart 7

Exposure to green marketing campaign

Chart 8

Trust in product labels

Chart 9

Consumers’ willingness to pay more

Chart 10

Level of premium consumers are willing to pay

Table 3

Third Hypothesis Test

Hypothesis 3Participation in environment protection activitiesWillingness to pay more for eco-friendly products (natural beverages)
Participation in environment protection activitiesPearson correlation1.135**
Significance (two-tailed).002
N534517
Willingness to pay more for eco-friendly products (natural beverages)Pearson correlation.135**1
Significance (two-tailed).002
N517522

** Correlation is significant at the.01 (two-tailed).

Chart 11

Consumers’ information search for the purchasing of non-alcoholic beverages

Chart 12

Statements on environmentally friendly consumer behaviour

Table 4

Fourth Hypothesis Test

Hypothesis 4Effect of social media on environmentally friendly consumer behaviourEffect of family on environmentally friendly consumer behaviour
Effect of social media on environmentally friendly consumer behaviourPearson correlation1.462**
Significance (two-tailed)0
N534533
Effect of family on environmentally friendly consumer behaviourPearson correlation.462**1
Significance (two-tailed)0
N533535

** Correlation is significant at the .01 (two-tailed).

Table 5

Fifth Hypothesis Test

Hypothesis 5Effect of governmental regulatory infrastructure on environmentally friendly consumer behaviourEffect of environmental organisations on environmentally friendly consumer behaviour
Effect of governmental regulatory infrastructure on environmentally friendly consumer behaviourPearson correlation1.484**
Significance (two-tailed)0
N534534
Effect of environmental organisations on environmentally friendly consumer behaviourPearson correlation.484**1
Significance (two-tailed)0
N534534

** Correlation is significant at the .01 (two-tailed).

DOI: https://doi.org/10.1515/wrlae-2018-0061 | Journal eISSN: 2084-1264
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Language: English
Page range: 1 - 25
Published on: Jun 11, 2020
Published by: University of Wroclaw, Faculty of Law, Administration and Economics
In partnership with: Paradigm Publishing Services
Keywords:
consumer's environmentally friendly behaviour,
trust,
green marketing
Related subjects:
Law,
Public law,
Public law, other

© 2020 Ganimete Podvorica, Fatos Ukaj, published by University of Wroclaw, Faculty of Law, Administration and Economics
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Volume 9 (2019): Issue 1 (December 2019)
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