Consumers‘ Perception of Green Advertising and Eco-Labels: The Effect on Purchasing Intentions
Percepcija zelenog oglašavanja i eko-oznaka od strane potrošača: Uticaj na kupovne namere
Abstract
Due to increasing degradation of natural environment, the importance of environmentally responsible production and consumption, as well as green marketing and sustainable labeling has been growing. The aim of this research is to examine the influence of consumers’ perception of green advertising and eco-labels on their intentions to purchase eco-labeled products. A research was carried out by using an online survey method on a convenient sample of 172 consumers in the Republic of Serbia. The results showed that, in spite of respondents reporting their environmental awareness and concern, respondents mostly did not consider the impact of their own purchasing habits on the environment. Obtained results showed the existence of a strong relationship between the respondents‘ proenvironmental behavior and their current purchase, green advertising receptivity, attitude towards green advertising, perception of eco-labels and purchasing intentions. Also, it was found that respondents who were more responsive to green advertising and had better attitudes towards green advertising were more likely to purchase products which are eco-labeled. On the other hand, respondents’ perception of eco-labels did not strongly influence purchasing intentions towards eco-labeled products, which is a consequence of insufficient familiarity of respondents with environmental product labeling. These research findings have valuable implications for companies defining strategies to include environmental appeals in their marketing communication, as well as for public institutions in Serbia for the further planning of activities related to encouragement of environmentally friendly production and consumption.
Apstrakt
Usled sve veće degradacije prirodne sredine raste značaj ekološki odgovorne proizvodnje i potrošnje, kao i zelenog marketinga i zelenog označavanja. Cilj ovog istraživanja je ispitivanje uticaja percepcije zelenog oglašavanja i eko-oznaka od strane potroašač na njihove namere da kupe proizvode sa eko-oznakama. Istraživanje je sprovedeno metodom onlajn anketiranja na uzorku od 172 potrošača u Republici Srbiji. Rezultati su pokazali da, uprkos tome što su ispitanici iskazali svoju ekološku svest i zabrinutost za očuvanje okruženja, uglavnom nisu razmatrali uticaj sopstvenih kupovnih navika na životnu sredinu. Dobijeni rezultati su pokazali postojanje jake veze između proekološkog ponašanja ispitanika i njihove trenutne kupovine, receptivnosti zelenog oglašavanja, stavova prema zelenom oglašavanju, percepcije eko-oznaka i kupovnih namera. Takođe, utvrđeno je da su ispitanici koji su bolje reagovali na zeleno oglašavanje i imali bolji stav prema zelenom oglašavanju češće kupovali proizvode koji imaju eko-oznaku. S druge strane, percepcija ispitanika o ekološkim oznakama nije snažno uticala na namere kupovine proizvoda sa eko-oznakama, što je posledica nedovoljne upućenosti ispitanika u ekološko obeležavanje proizvoda. Rezultati istraživanja imaju dragocene implikacije za prvenstveno za kompanije, u kontekstu definisanja strategija marketinške komunikacije koje uključuju ekološke apele, kao i za javne institucije u Srbiji u smislu planiranja aktivnosti koje se odnose na podsticanje ekološki prihvatljive proizvodnje i potrošnje.
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