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International Review on Public and Nonprofit Marketing

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27.11.2021 | Original Article

The roles of hedonistic, utilitarian incentives and government policies affecting customer attitudes and purchase intention towards green products

verfasst von: Arian Matin, Tornike Khoshtaria, Metin Marcan, Davit Datuashvili

Erschienen in: International Review on Public and Nonprofit Marketing | Ausgabe 4/2022

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Abstract

This study aims to evaluate utilitarian and hedonistic motivators affecting customer attitude and purchase intention towards green products. A deductive and quantitative approach was employed to formulate the research model and test the validity and impact of the constructs. A survey of customers in shopping districts using convenience sampling was collected, and the datum was analysed utilising confirmatory factor and regression analyses. The results indicate the positive impact of conditional value, product positioning, societal values, eco-literacy, emotional satisfaction and government policies on customer attitude and purchase intention. The research provides a comprehensive model with regards to green products with extending previous literature and practical implications in sustainable production and marketing.

Vorheriger Artikel Investigating the consumers attitude toward brand and purchase intention within the context of cause-related marketing campaign for a pharmacy product

Nächster Artikel Impact of ethical certifications and product involvement on consumers decision to purchase ethical products at price premiums in an emerging market context

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Titel: The roles of hedonistic, utilitarian incentives and government policies affecting customer attitudes and purchase intention towards green products
verfasst von: Arian Matin
Tornike Khoshtaria
Metin Marcan
Davit Datuashvili
Publikationsdatum: 27.11.2021
Verlag: Springer Berlin Heidelberg
Erschienen in: International Review on Public and Nonprofit Marketing / Ausgabe 4/2022
Print ISSN: 1865-1984
Elektronische ISSN: 1865-1992
DOI: https://doi.org/10.1007/s12208-021-00325-z

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