Green Purchase Determinants in a Peripheral Region of Europe: how can green marketing influence consumers’ decisions? The mediating role of green awareness of price

Abstract

As environmental concerns continue to arise, companies are increasingly turning to green marketing strategies and promoting green purchasing decisions to meet consumer demand for sustainable products and services. Peripheral regions, often overlooked in discussions about sustainability, have a unique opportunity to position themselves as leaders in environmentally responsible practices through green marketing strategies. This can represent an opportunity to boost economic growth while protecting the environment for future generations. This paper studies the influencers of consumer purchasing decisions in a country located in the periphery of Europe. One thousand two hundred fifty-five responses were collected. A multiple linear regression analysis was conducted. It was found that the decision to purchase green products seems to be influenced by factors such as environmental awareness, the perceived quality of green products, the desire to purchase them, and the prospect of a greener future. This study’s key findings indicate that price awareness acts as a mediator, amplifying the influence of environmental concerns, perceived quality, willingness to purchase, future estimations, and perceived benefits on consumers’ green purchasing decisions. This underscores the importance of consumers’ awareness of the pricing for green products. Understanding the factors influencing green purchasing behavior in peripheral regions of Europe is crucial for businesses and policymakers seeking to promote sustainable consumption practices. The current study offers insights for promoting more sustainable consumption practices in these regions.