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Journal article Open Access Scopus Source The journal / series is indexed in Scopus (SCImago list). The article itself has not been verified. 99 Citations Quartil Q2

Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour

Elisabete Correia , Sara Sousa , Clara Viseu , Manuela Larguinho
ISLA — Instituto Politécnico de Gestão e Tecnologia
International Journal of Environmental Research and Public Health, 11 01 2023
DOI: 10.3390/ijerph20021356

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Abstract
This study aims to explore whether consumers’ attention to companies’ green marketing communication influences their green purchase behaviour. It also analyses the importance of consumers’ characteristics, namely gender, education, and green attitudes, in their attention to companies’ green marketing communication. An online survey was carried out on the population residing in Portugal over 18 years of age, allowing us to collect 690 valid responses. Data analysis techniques including descriptive analyses, parametric and non-parametric tests, linear correlation, and regression analysis were used. The achieved results allow us to conclude that consumers are attentive to companies’ green marketing communication. A strong correlation between consumers’ attention to companies’ green marketing communication and green purchasing behaviour was identified. The results also confirm that individuals with higher educational levels and green attitudes and females are the most attentive to companies’ green marketing communication.

Keywords

#green marketing communication #green purchasing #consumer attention #environmental attitudes #Gender differences #educational attainment #consumer characteristics #Sustainable consumption #green marketing #Marketing #Purchasing #Descriptive statistics #business #Population #marketing communication

Bibliographic Details

Publication Type Journal article
Publication Year 2023
Journal / Conference / Work International Journal of Environmental Research and Public Health
Quartile (SCImago) Q2
Scopus Indexing Indexed source (via SCImago)

ISLA Authors & Affiliations

C
Clara Margarida Pisco Viseu
claraviseu@gmail.com ID: 3E12-C3CE-B48F
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M
Maria Manuela Coelho Larguinho
mlarguinho@iscac.pt ID: 3014-AFB1-2513
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