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Sustainable development: Predictors of green consumerism in Slovenia

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  • Jana Hojnik
  • Mitja Ruzzier
  • Tatiana S. Manolova

Abstract

Motivated by the growing worldwide concern for sustainable development, in this study, we explore the antecedents of green consumerism in an economy driven by environmental sustainability concerns. Drawing on a survey of 705 Slovenian consumers, we find that consumers' environmental commitment, perception of eco‐products, and perception of barriers to be green all positively affect the green purchase intention, which in turn positively and significantly affects consumers' purchase of eco‐products. The findings further show that consumers' environmental commitment and perception of eco‐products are the strongest determinants of the green purchase intention. In addition, consumers' demographics determine their perceptions of eco‐products, environmental commitment, and green purchase intention. Implications for marketing practice are provided.

Suggested Citation

  • Jana Hojnik & Mitja Ruzzier & Tatiana S. Manolova, 2020. "Sustainable development: Predictors of green consumerism in Slovenia," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1695-1708, July.
    • Handle: RePEc:wly:corsem:v:27:y:2020:i:4:p:1695-1708
    DOI: 10.1002/csr.1917
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    5. Giuseppe Crapa & Maria Elena Latino & Paolo Roma, 2024. "The performance of green communication across social media: Evidence from large‐scale retail industry in Italy," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 493-513, January.
    6. Anastazija Dimitrova & Antonín Vaishar & Milada Šťastná, 2021. "Preparedness of Young People for a Sustainable Lifestyle: Awareness and Willingness," Sustainability, MDPI, vol. 13(13), pages 1-20, June.
    7. Ghaffar, Abdul & Islam, Tahir & Khan, Huda & Kincl, Tomas & Sharma, Anshuman, 2023. "A sustainable Retailer's journey to sustainable practices: Prioritizing the customer and the planet," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
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