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The Impact of Green Marketing on Consumer Behavior in the Market of Palm Oil Products

Author

Listed:
  • Renáta Machová

    (Rector’s Office, Department of Management, Faculty of Economics and Informatics, 94501 Komárno, Slovakia)

  • Rebeka Ambrus

    (Competitive Sector, 30-392 Kraków, Poland)

  • Tibor Zsigmond

    (Department of Management, Faculty of Economics and Informatics, 94501 Komárno, Slovakia)

  • Ferenc Bakó

    (Doctoral School of Regional and Economic Sciences, Széchenyi István University, 9026 Győr, Hungary)

Abstract

The aim of the article is to examine the impact of green marketing on consumer behavior in the market for products containing palm oil. The first chapter addresses the theoretical approach—the impact of green marketing on consumer behavior. We considered a questionnaire survey to be the most appropriate method to conduct our research. In order to test our hypotheses, we applied Crosstab and Pearson’s chi-square test. The strength of the relationship between the variables was measured using Cramer’s V. The third chapter presents the research results based on the processed information of 527 obtained datasheets from the respondents. The data were collected from Slovak consumers in the summer of 2021. Hypotheses H1 (There is a significant relationship between the opinion of the consumer regarding purchasing products containing palm oil and the knowledge that the product does contain palm oil.) and H2 (There is a relationship between the consumer willingness to refuse the purchase of certain products if it has negative impact on the environment and the generational group the consumer belongs to.) were approved, however the relationship proved to be weak in both cases. The research makes it clear that the majority of consumers do not spend time reading descriptions on product packaging. It might be helpful for companies to make it clear and visible on the packaging that their product does not contain palm oil, informing the consumer and influencing them with the negative emotional message of the advert. The obtained research results are useful both for the producers and the customers.

Suggested Citation

  • Renáta Machová & Rebeka Ambrus & Tibor Zsigmond & Ferenc Bakó, 2022. "The Impact of Green Marketing on Consumer Behavior in the Market of Palm Oil Products," Sustainability, MDPI, vol. 14(3), pages 1-25, January.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:3:p:1364-:d:733479
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    Cited by:

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    2. Reza Aghlmand & Mohammad Gheibi & Amir Takhtravan & Zahra Kian, 2022. "Implementation of green marketing frameworks based on conceptual system designing by integration of PESTLE, classical Delphi and MCDM modeling," SN Business & Economics, Springer, vol. 2(8), pages 1-33, August.
    3. Nurul Atiqah binti Mohd Suib & Norlida Hanim Mohd Salleh & Md Shafiin Shukor & Norshamliza Chamhuri & Shahida Shahimi & Kamalrudin Mohamed Salleh & Khairuman Hashim, 2023. "The Influence of Good Agricultural Practice (GAP) on the Productivity and Well-Being of Malaysian Sustainable Palm Oil (MSPO)-Certified Independent Smallholders in Malaysia," Agriculture, MDPI, vol. 13(5), pages 1-19, April.
    4. Henry M. H. Chan & Vincent W. S. Cho, 2022. "An Empirical Study: The Impact of Collaborative Communications on New Product Creativity That Contributes to New Product Performance," Sustainability, MDPI, vol. 14(8), pages 1-17, April.
    5. Asuamah Yeboah, Samuel, 2023. "Sustaining Change: Unravelling the Socio-cultural Threads of Sustainable Consumption," MPRA Paper 117981, University Library of Munich, Germany, revised 10 Jun 2023.
    6. Jin, Xing & Wang, Meng & Wang, Qingyun & Yang, Juan & Guo, Yi, 2024. "Gender diversity of senior management teams and corporate innovation efficiency: Evidence from China," Finance Research Letters, Elsevier, vol. 60(C).
    7. Sewar Alkhatib & Petra Kecskés & Veronika Keller, 2023. "Green Marketing in the Digital Age: A Systematic Literature Review," Sustainability, MDPI, vol. 15(16), pages 1-16, August.
    8. Clyde Eiríkur Hull, 2022. "Competitive Sustainability: The Intersection of Sustainability and Business Success," Sustainability, MDPI, vol. 14(24), pages 1-5, December.
    9. Brigitta Plasek & Zoltán Lakner & Ágoston Temesi, 2022. "Environmental, Health or Social Impacts? Investigating Ethical Food Consumption Behavior in the Case of Palm Oil-Free Foods," Sustainability, MDPI, vol. 14(15), pages 1-12, August.
    10. Shichang Liang & Min Zhang & Yuxuan Chu & Lingling He, 2022. "Should “Green” Be Precise? The Effect of Information Presentation on Purchasing Intention of Green Products," Sustainability, MDPI, vol. 14(16), pages 1-16, August.
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    12. Rakhshan Ummar & Kanwal Shaheen & Iram Bashir & Junaid Ul Haq & Mark A. Bonn, 2023. "Green Social Media Campaigns: Influencing Consumers’ Attitudes and Behaviors," Sustainability, MDPI, vol. 15(17), pages 1-15, August.
    13. Hailin Xiao & Xiaocai Zhang, 2022. "The Market Disruption Path of Green-Oriented Trajectory-Transformed Technology Innovation: A Study of Consumer Lifestyles during the “Chasm” in China’s Electric Vehicle Market," Sustainability, MDPI, vol. 14(14), pages 1-27, July.
    14. Clyde Eiríkur Hull & Jennifer D. Russell & Monika Kukar-Kinney, 2022. "Making Sustainability a Core Competency: Consumer Response to Sustainable Innovative Products," Sustainability, MDPI, vol. 14(18), pages 1-15, September.
    15. Lei Chen & Sheema Matloob & Yang Sunlei & Sikandar Ali Qalati & Ali Raza & Mónica Lorena Sánchez Limón, 2023. "A Moderated–Mediated Model for Eco-Conscious Consumer Behavior," Sustainability, MDPI, vol. 15(2), pages 1-20, January.
    16. Jianrong Yao & Xiangliang Guo & Lu Wang & Hui Jiang, 2022. "Understanding Green Consumption: A Literature Review Based on Factor Analysis and Bibliometric Method," Sustainability, MDPI, vol. 14(14), pages 1-13, July.
    17. Zaineb Hlioui & Mohamed Gabsi & Abdelwahed Omri, 2022. "Informal Competition Effect on SMEs’ Innovation: Do Credit Constraints Matter? Evidence from Eastern European Countries," Sustainability, MDPI, vol. 14(21), pages 1-23, October.
    18. Katarzyna Sobiech-Grabka & Anna Stankowska & Krzysztof Jerzak, 2022. "Determinants of Electric Cars Purchase Intention in Poland: Personal Attitudes v. Economic Arguments," Energies, MDPI, vol. 15(9), pages 1-26, April.
    19. Cao, Zhenzi & Tao, Ling, 2023. "Green finance and economic resilience: Investigating the nexus with natural resources through econometric analysis," Economic Analysis and Policy, Elsevier, vol. 80(C), pages 929-940.
    20. Alyahya, Mansour & Agag, Gomaa & Aliedan, Meqbel & Abdelmoety, Ziad H., 2023. "A cross-cultural investigation of the relationship between eco-innovation and customers boycott behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    21. Marion Garaus & Christian Garaus & Elisabeth Wolfsteiner & Charlotte Jermendy, 2022. "Anthropomorphism as a Differentiation Strategy for Standardized Reusable Glass Containers," Sustainability, MDPI, vol. 14(15), pages 1-17, August.

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