Impact of green marketing on consumer behaviour

Ing. Alvin George Kumbalandhanam

Master's thesis

Abstract:

This thesis explores the influence of green marketing on consumers in the Czech Republic. The aim of the study is to investigate how green marketing strategies employed by companies affect consumer attitudes, purchase behaviour, and overall perception by companies affect consumer attitudes, purchase behaviour, and overall perception of environmentally friendly products. To accomplish this, a survey and comprehensive literature review were conducted. The survey was designed to gather data from a representative sample of Czech consumers regarding their awareness and understanding of green marketing practices, their perception of environmental issues, and their purchasing preferences when it comes to eco-friendly products. The data collected from the survey were analysed using statistical methods to identify correlations and trends among the variables studied. In parallel, an extensive literature review was conducted to examine existing research, theories, and case studies related to green marketing and consumer behaviour. This review helped provide a theoretical framework and context for interpreting the survey results.

Abstract:

This thesis explores the influence of green marketing on consumers in the Czech Republic. The aim of the study is to investigate how green marketing strategies employed by companies affect consumer attitudes, purchase behaviour, and overall perception by companies affect consumer attitudes, purchase behaviour, and overall perception of environmentally friendly products. To accomplish this, a survey and comprehensive literature review were conducted. The survey was designed to gather data from a representative sample of Czech consumers regarding their awareness and understanding of green marketing practices, their perception of environmental issues, and their purchasing preferences when it comes to eco-friendly products. The data collected from the survey were analysed using statistical methods to identify correlations and trends among the variables studied. In parallel, an extensive literature review was conducted to examine existing research, theories, and case studies related to green marketing and consumer behaviour. This review helped provide a theoretical framework and context for interpreting the survey results.

Keywords

green marketing, consumer behaviour, Czech Republic, environmentally friendly products, eco-friendly

Language used: English

Date on which the thesis was submitted / produced: 3. 7. 2023

Thesis defence

• Date of defence: 22. 8. 2023
• Supervisor: Ing. Michal Stoklasa, Ph.D.
• Reader: Ing. Kateřina Matušínská, Ph.D.

Silesian University in Opava

School of Business Administration in Karvina

Master programme / field:
Economics and Management / Business Economics and Management