The Influence of Strategic Marketing Decisions on Customer Purchasing Decisions for Green Products

Abstract

Nationally and internationally, indiscriminate consumption patterns have caused significant problems, requiring an increase in customer purchasing intentions and attitudes toward choosing green products. This article aims to identify the strategic marketing decisions that influence positive customer purchase intentions toward green products. It covers the research problem of distinguishing the impact of strategic marketing decisions on increasing a customer’s favourable purchasing intentions toward green products. Data is collected for this purpose using the survey approach, which involves distributing a well-designed questionnaire to individuals. According to the findings of this study, there is a positive correlation between the variables of environmental awareness, environmental preferences, green brand image, and green product loyalty with customer purchase intentions. Nevertheless, environmental preferences and green brand image are significant in relation to customers’ intention to purchase green items.

Keywords

• green marketing
• eco-labelling
• green branding
• green product
• purchase intentions
• strategic marketing
• žaliasis marketingas
• ekologinis marketingas
• žaliasis prekės ženklas
• ekologiškos prekės
• pirkimo ketinimai
• strateginis marketingas