CONSUMER ATTITUDES AND PURCHASE INTENTIONS TOWARD DIGITAL GREEN MARKETING
CONSUMER ATTITUDES AND PURCHASE INTENTIONS TOWARD DIGITAL GREEN MARKETING

Summary/Abstract: Understanding how consumers evaluate the core dimensions of digitalized green marketing is critical for organizations seeking to align sustainability initiatives with market realities. This study examines consumer attitudes and purchase intentions toward four key pillars of digital green marketing - green products, green pricing, green promotion, and green distribution - using a descriptive research design grounded in primary data collection. Empirical insights stem from a structured questionnaire distributed to 150 consumers in Bosnia and Herzegovina, recruited through convenience sampling, with responses analyzed using descriptive statistical measures, including arithmetic means and ranking, to capture nuanced attitudinal patterns across all four dimensions. By adopting this granular lens, the study reveals where positive environmental orientations successfully translate into purchase intentions and where they weaken. The results indicate that while consumers in BiH express broadly favorable views toward green products and digitally mediated sustainability communication, their purchasing intentions remain tempered by price sensitivity and uneven access to environmentally credible distribution channels. These findings underscore the multidimensional nature of consumer responses to green marketing initiatives and illuminate priority areas for both practitioners and policymakers. Collectively, the study provides an evidence-based attitudinal baseline for strategic planning, benchmarking, and targeted intervention, enriching the growing body of research on digital green marketing in emerging economies.

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