IDEAS home Printed from https://ideas.repec.org/a/ags/aergaa/330629.html
   My bibliography  Save this article

Green products: digital marketing and consumer behavior for sustainability

Author

Listed:
  • Tsekouropoulos, Georgios
  • Koliouska, Christiana
  • Theocharis, Dimitrios
  • Andreopoulou, Zacharoula

Abstract

The main objective of the current study is to present the potential of digital marketing for green products and especially, to contribute on knowledge regarding the factors that affect online consumer behavior towards green sustainable products. Moreover, the primary research is going to identify the most important factors during the online shopping process, as well as, the existence of statistically significant relationships between the variables of the research and specifically the intention to buy online green products, the factors of perceived value (quality, emotional, price and social), the brand consciousness of customers and consumers’ attitude toward green products. A primary quantitative research has been conducted in order to answer on specific research hypothesis that have been stated in the methodology chapter. The main findings of the research illustrate that there are positive relationships between the intention to buy online green sustainable products, the factors of perceived value (quality, emotional, price and social), the brand consciousness of online customers and consumers’ attitude toward green products, and with some of the demographic variables.

Suggested Citation

  • Tsekouropoulos, Georgios & Koliouska, Christiana & Theocharis, Dimitrios & Andreopoulou, Zacharoula, 2018. "Green products: digital marketing and consumer behavior for sustainability," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 0(Issue 2).
    • Handle: RePEc:ags:aergaa:330629
    DOI: 10.22004/ag.econ.330629
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/330629/files/19_2_2.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.330629?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Boutsouki, Christina & Zotos, Yorgos & Masouti, Zafeiria, 2009. "Consumer Behaviour towards Own Label: monitoring the Greek experience," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 9(1), pages 1-12.
    2. Perloff, Jeffrey M. & LaFrance, Jeffrey T. & Chouinard, Hayley H., 2012. "Brand name and private label price setting by a monopoly store," Economics Letters, Elsevier, vol. 116(3), pages 508-511.
    3. G. R. Chen, 2014. "How do advertised brands benefit from private labels? An application of rational expectations models," Applied Economics, Taylor & Francis Journals, vol. 46(24), pages 2891-2902, August.
    4. Francisco Diez-Martin & Alicia Blanco-Gonzalez & Camilo Prado-Roman, 2019. "Research Challenges in Digital Marketing: Sustainability," Sustainability, MDPI, vol. 11(10), pages 1-13, May.
    5. Pasten, Cesar & Santamarina, Juan Carlos, 2012. "Energy and quality of life," Energy Policy, Elsevier, vol. 49(C), pages 468-476.
    6. Lambert, Jessica G. & Hall, Charles A.S. & Balogh, Stephen & Gupta, Ajay & Arnold, Michelle, 2014. "Energy, EROI and quality of life," Energy Policy, Elsevier, vol. 64(C), pages 153-167.
    7. Royle, Jo & Laing, Audrey, 2014. "The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries," International Journal of Information Management, Elsevier, vol. 34(2), pages 65-73.
    8. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    9. Óscar González-Benito & Mercedes Martos-Partal, 2014. "Price sensitivity versus perceived quality: moderating effects of retailer positioning on private label consumption," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 15(5), pages 935-950, November.
    10. Christiana Koliouska & Zacharoula Andreopoulou, 2020. "A Multicriteria Approach for Assessing the Impact of ICT on EU Sustainable Regional Policy," Sustainability, MDPI, vol. 12(12), pages 1-13, June.
    11. Kelly Kiyeon Lee & Min Zhao, 2014. "The Effect of Price on Preference Consistency Over Time," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(1), pages 109-118.
    12. Ersi Athanassiou, 2009. "Fiscal policy and the recession: The case of Greece," Intereconomics: Review of European Economic Policy, Springer;ZBW - Leibniz Information Centre for Economics;Centre for European Policy Studies (CEPS), vol. 44(6), pages 364-372, November.
    13. Konstantinos Ioannou & Georgios Tsantopoulos & Garyfallos Arabatzis & Zacharoula Andreopoulou & Eleni Zafeiriou, 2018. "A Spatial Decision Support System Framework for the Evaluation of Biomass Energy Production Locations: Case Study in the Regional Unit of Drama, Greece," Sustainability, MDPI, vol. 10(2), pages 1-22, February.
    14. Timothy Richards & Koichi Yonezawa & Sophie Winter, 2015. "Cross-category effects and private labels," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 42(2), pages 187-216.
    15. Chi-Cheng Wu & Chih-Jen Wang, 2005. "A Positive Theory of Private Label: A Strategic Role of Private Label in a Duopoly National-Brand Market," Marketing Letters, Springer, vol. 16(2), pages 143-161, April.
    16. Chialin Chen, 2001. "Design for the Environment: A Quality-Based Model for Green Product Development," Management Science, INFORMS, vol. 47(2), pages 250-263, February.
    17. Sandra Horvat, 2013. "Application of product life cycle concept to private label management," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 25(1), pages 63-75.
    18. Wenhao Song & Shengce Ren & Jun Yu, 2019. "Bridging the gap between corporate social responsibility and new green product success: The role of green organizational identity," Business Strategy and the Environment, Wiley Blackwell, vol. 28(1), pages 88-97, January.
    19. Tiago, Maria Teresa Pinheiro Melo Borges & Veríssimo, José Manuel Cristóvão, 2014. "Digital marketing and social media: Why bother?," Business Horizons, Elsevier, vol. 57(6), pages 703-708.
    20. Pujari, Devashish & Wright, Gillian & Peattie, Ken, 2003. "Green and competitive: Influences on environmental new product development performance," Journal of Business Research, Elsevier, vol. 56(8), pages 657-671, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Georgios TSEKOUROPOULOS & Dimitrios THEOCHARIS & Christos SARMANIOTIS, 2019. "Consumer Behaviour and Factors Affecting the Selection of Green Private Label Products in Greek Retail Market," International Conference on Economic Sciences and Business Administration, Spiru Haret University, vol. 5(1), pages 204-213, November.
    2. Zhang, Yibin & Hafezi, Maryam & Zhao, Xuan & Shi, Victor, 2017. "Reprint of “The impact of development cost on product line design and its environmental performance”," International Journal of Production Economics, Elsevier, vol. 194(C), pages 126-134.
    3. Ki‐Hoon Lee & Ji‐Whan Kim, 2011. "Integrating Suppliers into Green Product Innovation Development: an Empirical Case Study in the Semiconductor Industry," Business Strategy and the Environment, Wiley Blackwell, vol. 20(8), pages 527-538, December.
    4. Dolega, Les & Rowe, Francisco & Branagan, Emma, 2021. "Going digital? The impact of social media marketing on retail website traffic, orders and sales," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    5. Reza-Gharehbagh, Raziyeh & Hafezalkotob, Ashkan & Makui, Ahmad & Sayadi, Mohammad Kazem, 2022. "Financing green technology development and role of digital platforms: Insourcing vs. outsourcing," Technology in Society, Elsevier, vol. 69(C).
    6. Agnieszka Izabela Baruk & Grzegorz Wesołowski, 2021. "The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image," Energies, MDPI, vol. 14(14), pages 1-23, July.
    7. Driessen, P.H., 2005. "Green product innovation strategy," Other publications TiSEM f14c1bcc-f1bf-4637-b4a6-8, Tilburg University, School of Economics and Management.
    8. Xi Yang & Maozeng Xu & Wanleng Zhang, 2020. "Can Design for the Environment be Worthwhile? Green Design for Manufacturers Brands When Confronted with Competition from Store Brands," Sustainability, MDPI, vol. 12(3), pages 1-18, February.
    9. Abdul Waheed & Qingyu Zhang & Muhammad Farrukh & Sher Zaman Khan, 2021. "Effect of Mobile Social Apps on Consumer’s Purchase Attitude: Role of Trust and Technological Factors in Developing Nations," SAGE Open, , vol. 11(2), pages 21582440211, April.
    10. Belém Barbosa & José Ramón Saura & Dag Bennett, 2024. "How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses," The Journal of Technology Transfer, Springer, vol. 49(1), pages 69-103, February.
    11. Dan Dumitriu & Gheorghe Militaru & Dana Corina Deselnicu & Andrei Niculescu & Mirona Ana-Maria Popescu, 2019. "A Perspective Over Modern SMEs: Managing Brand Equity, Growth and Sustainability Through Digital Marketing Tools and Techniques," Sustainability, MDPI, vol. 11(7), pages 1-24, April.
    12. Rosita Capurro & Michele Galeotti & Stefano Garzella, 2018. ""Mondo reale-tradizionale" e "mondo digitale", strategie aziendali e web intelligence: il futuro del controllo e della gestione delle informazioni," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2018(2 Suppl.), pages 83-111.
    13. Gema Albort-Morant & Jörg Henseler & Antonio Leal-Millán & Gabriel Cepeda-Carrión, 2017. "Mapping the Field: A Bibliometric Analysis of Green Innovation," Sustainability, MDPI, vol. 9(6), pages 1-15, June.
    14. Yu-Shan Chen & Ching-Hsun Chang, 2013. "The Determinants of Green Product Development Performance: Green Dynamic Capabilities, Green Transformational Leadership, and Green Creativity," Journal of Business Ethics, Springer, vol. 116(1), pages 107-119, August.
    15. Ayman Abdalmajeed Alsmadi & Ahmed Shuhaiber & Manaf Al-Okaily & Anwar Al-Gasaymeh & Najed Alrawashdeh, 2024. "Big data analytics and innovation in e-commerce: current insights and future directions," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(4), pages 1635-1652, December.
    16. Yu Chang & Tao Zhang, 2019. "The Effects of Product Consistency and Consumer Resistance to Innovation on Green Product Diffusion in China," Sustainability, MDPI, vol. 11(9), pages 1-14, May.
    17. Caroline Gauthier & Corine Genet, 2014. "Nanotechnologies and Green Knowledge Creation: Paradox or Enhancer of Sustainable Solutions?," Journal of Business Ethics, Springer, vol. 124(4), pages 571-583, November.
    18. Lizbeth Salgado-Beltrán & Joel Enrique Espejel-Blanco & Luis Felipe Beltrán-Morales, 2012. "Marketing Mix Influencing Organic Foods Purchase of Mexican Consumers," MIC 2012: Managing Transformation with Creativity; Proceedings of the 13th International Conference, Budapest, 22–24 November 2012 [Selected Papers],, University of Primorska, Faculty of Management Koper.
    19. Constantine S. Katsikeas & Constantinos N. Leonidou & Athina Zeriti, 2016. "Eco-friendly product development strategy: antecedents, outcomes, and contingent effects," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 660-684, November.
    20. Noureddine Dahmani & Amine Belhadi & Khalid Benhida & Said Elfezazi & Fatima Ezahra Touriki & Yassine Azougagh, 2022. "Integrating lean design and eco-design to improve product design: From literature review to an operational framework," Energy & Environment, , vol. 33(1), pages 189-219, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:aergaa:330629. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/etagrea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.