Ecolabelling of Products as the Part of Green Marketing and Its Impact on Consumer Behaviour
Ecolabelling of Products as the Part of Green Marketing and Its Impact on Consumer Behaviour
Author(s): Alena Kusá, Marianna UrmínováSubject(s): Business Economy / Management, Energy and Environmental Studies, Behaviorism, Marketing / Advertising, Social Norms / Social Control, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: consumer; consumer behaviour; ecolabelling; education; green marketing;
Summary/Abstract: The main role of ecolabelling within the environmental marketing communication is well-known and widely discussed in various scientific studies. However, we can currently observe a low level of ecolabelling awareness among consumers as well as across the society. The article consists of two parts. The first – theoretical – part deals with the green marketing tools, product ecolabelling and its impact on consumer behaviour. In the empiric part of the paper, the authors analyse the results of the questionnaire. The main goal of the paper is, through theoretical background, the analysis and comparison of various types of research in the impact of ecolabelling on consumer behaviour as well as through the empiric research, to emphasise the current role of consumer education in the environmental field. To be properly educated, consumers need to receive high-quality, clear and concise information on ecolabelling, especially through media or social sites.
Journal: Megatrendy a médiá
- Issue Year: 7/2020
- Issue No: 1
- Page Range: 351-361
- Page Count: 11
- Language: English