INVESTIGATING THE DETERMINANTS OF CONSUMER INTENTIONS FOR SUSTAINABLE CONSUMPTION
INVESTIGATING THE DETERMINANTS OF CONSUMER INTENTIONS FOR SUSTAINABLE CONSUMPTION

Summary/Abstract: This paper explores how specific marketingrelated attitudesshape young adults’ intentions to purchase ecofriendly products in a smallposttransition economy. Drawing on the theory of planned behavior and greenconsumer research, it tests four attitudinal drivers: perceptions of eco-labels,evaluations of sustainable packaging, attitudes toward green advertising andperceived eco-product value. Data were collected via an online survey of 80consumers in North Macedonia. Following scale purification through explor-atory factor analysis, multiple linear regression, conducted in the statisticalsoftware SPSS, was used to assess the relative contribution of each determi-nant to green purchase intention. The model explained just over half of thevariance in intention: green advertising attitudes and perceived eco-productvalue were significant positive predictors, while eco-labels and green pack-aging were not statistically significant. The study contributes by comparingmultiple marketing levers within one framework and offering evidence froman under-researched South-East European context, with practical implicationsfor managers and policymakers.

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