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

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  • AGHAYEV Mirjalal

    (Mirjalal AGHAYEV – Master of Marketing and International Commerce, Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: S. Daukanto str. 28, LT-44248, Kaunas, Lithuania.)

  • ISRAFILZADE Khalil

    (Khalil ISRAFILZADE – PhD, lecturer at the Department of Marketing, Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: S. Daukanto str. 28, LT-44248, Kaunas, Lithuania.)

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.

Suggested Citation

  • AGHAYEV Mirjalal & ISRAFILZADE Khalil, 2022. "The Influence of Strategic Marketing Decisions on Customer Purchasing Decisions for Green Products," Management of Organizations: Systematic Research, Sciendo, vol. 88(1), pages 1-16, December.
    • Handle: RePEc:vrs:morgsr:v:88:y:2022:i:1:p:1-16:n:2
    DOI: 10.2478/mosr-2022-0009
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    References listed on IDEAS

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    1. Mary Loxton & Robert Truskett & Brigitte Scarf & Laura Sindone & George Baldry & Yinong Zhao, 2020. "Consumer Behaviour during Crises: Preliminary Research on How Coronavirus Has Manifested Consumer Panic Buying, Herd Mentality, Changing Discretionary Spending and the Role of the Media in Influencing," JRFM, MDPI, vol. 13(8), pages 1-21, July.
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