<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</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.

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

Management of Organizations: Systematic Research

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Nationally and internationally, indiscriminate consumption patterns have caused significant problems, requiring an increase in customer purchasing intentions...

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

Publié en ligne: 07 mars 2023

Pages: 1 - 16

Reçu: 10 juin 2022

Accepté: 20 déc. 2022

DOI: https://doi.org/10.2478/mosr-2022-0009

Mots clés
green marketing, eco-labelling, green branding, green product, purchase intentions, strategic marketing

© 2022 Mirjalal AGHAYEV et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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

Publié en ligne: 07 mars 2023

Pages: 1 - 16

Reçu: 10 juin 2022

Accepté: 20 déc. 2022

DOI: https://doi.org/10.2478/mosr-2022-0009

Mots clésgreen marketing, eco-labelling, green branding, green product, purchase intentions, strategic marketing

© 2022 Mirjalal AGHAYEV et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Mots clés
green marketing, eco-labelling, green branding, green product, purchase intentions, strategic marketing