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61,005 resultsShowing papers similar to The Relationship Between Green Marketing Mix and Purchasing Decisions: The Role of Brand Image as Mediator
ClearImpact of Green Advertising and Packaging on Purchase Decisions via Green Perceived Value
This paper is not about microplastics; it studies how green advertising and eco-friendly packaging influence consumer purchasing decisions for bubble tea beverages in Indonesia, using marketing theory.
Investigation the Influence of Green Brand Knowledge and Attitude towards Green Brands on Purchase Intention Corkcicle: The Mediating Role of Brand Equity
Researchers investigated how green brand knowledge and attitudes toward eco-friendly brands influence purchase intention for Corkcicle reusable tumblers among environmentally conscious Gen Z consumers, with brand equity serving as a mediating variable in the sustainable consumer behavior model.
Effect Of Environmental Concern, Attitude, Subjective Norms, Perceived Behavioral Control And Availability On Purchase Of Green Skincare Products With Intention To Purchase As A Mediation Variable
Researchers found that environmental concern, attitude, and perceived behavioral control positively influenced consumers' intention to purchase green skincare products in Jakarta, with purchase intention serving as a significant mediator between these factors and actual buying behavior.
Predicting green product consumption using theory of planned behavior and reasoned action
Researchers applied the theory of planned behavior to investigate how environmental awareness and social influence predict consumer intentions to use reusable bags, finding that these factors significantly shape green purchasing behavior in a plastic waste reduction context.
Sustainable Marketing and the Challenges of Green Marketing Communication: Survey of Consumer Attitudes and Buying Behaviour for Sustainable Products in the Czech Republic
Not relevant to microplastics — this survey examines Czech consumer attitudes toward sustainable products, exploring the gap between professed environmental values and actual purchasing behavior, and the challenges of green marketing communication.
How Does Corporate ESG Management Affect Consumers’ Brand Choice?
Researchers examined how corporate ESG management affects consumer brand choice, finding that environmental, social, and governance practices influence purchasing decisions and can support sustainable business growth despite additional costs.
A Study on The Impact of Green Cosmetic, Personal Care Products, And Their Packaging on Consumer’s Purchasing Behavior in Luzon, Philippines
Researchers used structural equation modeling to investigate factors affecting Filipino consumers' purchasing behavior toward green cosmetics, personal care products, and their packaging in Luzon, Philippines. The study found that product pricing and quality were the primary drivers of purchasing decisions, while also identifying the roles of environmental awareness, social media influence, and product availability.
Environmental Attitudes and Consumer Preference for Environmentally-friendly Beverage Packaging: the Role of Information Provision and Identity Labeling in Influencing Consumer Behavior
Researchers found that consumers are willing to pay a premium for beverages in environmentally friendly packaging made from post-consumer recycled materials, with environmental information labels and green identity claims having synergistic effects on willingness to pay.
Systematic Literature Review: Strategi Green Marketing Dalam Meningkatkan Kesadaran Lingkungan Dan Minat Beli Starbucks Coffee
This systematic literature review analyzed green marketing strategies at Starbucks Coffee and their effectiveness in increasing environmental awareness and purchasing intent among consumers. Findings indicate that green marketing successfully boosts purchase interest and brand image, while helping reduce plastic use including microplastics.
The influence of attitude on green-cosmetics purchase intention (pi) in central Kerala
Researchers surveyed 387 consumers of green cosmetics across three districts in Kerala, India, using a Structural Equation Model (SEM) to assess how environmental knowledge, environmental concerns, subjective norms, online accessibility, and greenwashing perceptions influence purchase intention for eco-friendly cosmetic products.
Drivers of green purchasing behaviour: a systematic review and a research agenda
This systematic review of 41 studies found that environmental concern, health consciousness, social influence, and perceived value are the strongest drivers of green purchasing behavior. While not directly about microplastics, the findings are relevant to understanding what motivates consumers to choose plastic-free or reduced-plastic products.
An Exploratory Study on Consumer Concerns for the Environment and Its Influence on Purchasing Behaviour in South Africa
Researchers conducted a cross-sectional survey of 250 South African consumers in the eThekwini district of KwaZulu-Natal, finding high environmental awareness and a significant preference for environmentally friendly products, suggesting that consumer concern for the environment influences purchasing behaviour.
Determinants of Green Purchase Intention for Personal Care Products: An Extended TPB Study in Colombo, Sri Lanka
Researchers surveyed 385 urban consumers in Colombo, Sri Lanka to understand what drives green purchasing intentions for personal care products using an extended Theory of Planned Behavior model. Environmental knowledge, health consciousness, and positive attitudes were the strongest predictors of green purchase intent, while price sensitivity was the main barrier.
Sustainable Choices: Understanding Gen Z’s Attitude and Intentions towards Green Products
Researchers surveyed consumers including Generation Z and higher-educated adults to examine how environmental concern, green product expectations, awareness of consequences, responsibility attribution, and personal norms jointly shape attitudes and purchase intentions toward eco-friendly products. The structural model reveals that personal norms and attitude are the strongest proximal predictors of sustainable purchasing behavior.
Green Marketing, Lifestyle, and the Purchase Intention of Bottled Water among Generation Z
This study analyzed how green marketing and lifestyle factors influence Generation Z consumers' intention to purchase bottled water. Bottled water is a major source of microplastic exposure, as plastic bottles shed particles into the liquid inside over time.
Consumption Value Dimension of Green Purchase Intention with Green Trust as Mediating Variable
This study examined how sustainability concerns about packaging and microplastic waste influence consumers' intentions to purchase green cosmetics, using Garnier's Green Beauty campaign as a case study. Green trust was found to mediate the relationship between environmental values and purchase intention. Consumer awareness of microplastics in cosmetics is increasingly driving demand for cleaner product formulations.
Why do consumers buy paper bags? The Impact of Habit, Consumer Awareness and Sustainability as Drivers of Environmentally Responsible Consumer Behavior
Researchers surveyed 252 Indonesian consumers using Structural Equation Modeling to examine how sustainability values, consumer awareness dimensions, and habitual behavior drive environmentally responsible purchasing decisions such as choosing paper bags. Results showed significant positive relationships between all three drivers and responsible consumer behavior, emphasizing personal agency and habitual action as key levers for promoting green choices.
Greenwashing's Influence on Corporate Performance and Strategies for Regulation and Oversight
This study analyzed how greenwashing affects corporate financial performance and reputation, finding that deceptive environmental marketing can provide short-term benefits but exposes companies to regulatory and reputational risks, and recommends enhanced oversight frameworks.
Determinants of Finnish consumers’ purchase intention for eco-friendly jute bags as an alternative to plastic
Researchers examined the determinants of Finnish consumers' purchase intention for eco-friendly jute bags as an alternative to single-use plastics, applying the Theory of Planned Behavior and finding that environmental concern, perceived consumer effectiveness, and subjective norms significantly influence purchasing decisions.
Research on the Intention to Purchase of Fabric Saints : Based on the Theory of Consumption Value, Green Purchase Intention, and Green Purchase Behaviour
This study surveyed Indonesian consumers to examine how consumption values including functional, social, and emotional dimensions influence green purchase intentions for sustainable fabric products, finding that multiple value types positively predict environmentally conscious buying behavior.
A Systematic Review of Consumer Perception: Factors Affecting Green Shopping Bags
This systematic review examines what drives consumers to choose reusable shopping bags over plastic ones. Understanding these factors helps reduce plastic bag waste at the source, which is important because plastic bags are a major contributor to microplastic pollution as they break down in the environment.
Green Logistic and Sustainable Electronic Products Packaging; Consumers Perspective
Researchers surveyed 124 consumers to assess how perceptions of green packaging, eco-products, waste management education, and government support influence green logistics behavior, finding via regression analysis that green packaging, eco-product preference, and education were the strongest positive predictors while government support had only a moderate effect.
The value of multi-proxy experiments to study pro-environmental behavior
This methodological study argues that pro-environmental behavior research should use multiple proxy measures rather than relying on a single behavioral indicator, since different measures capture different dimensions of environmental action. The recommendation is relevant to studies assessing consumer responses to plastic pollution and waste reduction initiatives.
Greenwashing and Bluewashing in Black Friday-Related Sustainable Fashion Marketing on Instagram
Researchers examined greenwashing and bluewashing strategies used by sustainable fashion brands in Black Friday Instagram campaigns, finding that environmentally concerned but non-sustainable consumers responded positively while those with actual sustainable purchasing behavior did not.