Author(s): Vanessza BÖLCSOVÁ, Tibor ZSIGMOND

Title: A KÖRNYEZETTUDATOS FOGYASZTÓI MAGATARTÁS ÉS A ZÖLD MARKETING PERCEPCIÓJA

Source: F. Filip, Zs. Gódány, Š. Gubo, E. Korcsmáros, S. Tóbiás Kosár, T. Zsigmond (eds.): 16th International Conference of J. Selye University. Sections of the Faculty of Economics and Informatics. Conference Proceedings

ISBN: 978-80-8122-509-3

DOI: https://doi.org/10.36007/5093.2024.71

Publisher: J. Selye University, Komárno, Slovakia

PY, pages: 2024, 71-86

Published on-line: 2024

Language: hu

Abstract: he aim of the study is to provide a comprehensive analysis of environmentally conscious consumer behaviour and attitudes towards green marketing, with a particular focus on the factors influencing consumer decision-making and the effectiveness of marketing communication in promoting sustainability. The theoretical part introduces the basic concepts of eco-conscious consumption and green marketing and related theoretical approaches. The empirical research is based on a questionnaire survey with more than 200 respondents to investigate consumer attitudes and perceptions. The results showed a significant relationship between consumer attitudes and receptiveness to environmentally conscious marketing, confirming that personal experience and authentic communication are key to increasing demand for sustainable products. The study provides practical recommendations for companies on how to improve their green marketing strategies to further encourage sustainable consumption.

Keywords: environmental awareness, environmentally responsible consumer behaviour, green marketing, eco-labels, environmentally friendly advertising

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