The article deals with consumer behaviour when purchasing green products. It develops theoretical knowledge in the field of antecedents to purchase intention with a focus on the currently neglected consumer chemicals (detergents, cleaning agents and cosmetic products). Based on previous studies, antecedents of purchase intention for green consumer chemicals are identified and the significance of their influence is subsequently verified by empirical research. Confirmatory analysis is based on structural equation modelling of data obtained from a questionnaire survey conducted among 250 consumers. The empirical findings show that the main antecedents of green purchase intention in are environmental concern, green lifestyle and product knowledge. The influence of promotion and community can be regarded as weak to insignificant. The degree of influence of all investigated antecedents depends on the gender, age and level of education of consumers. Increasing the volume of purchasing green consumer chemicals will in particular require provision of more information to consumers to increase their awareness of environmental protection and green products.
One of the innovations in the area of increasing the sustainability of packaging may be the introduction of zero-packaging sales. The paper deals with the advantages and disadvantages of zero-packaging sales, in relation to consumer chemicals. It presents the results of primary quantitative research carried out with 100 final consumers through electronic surveys using a structured questionnaire. Content analysis and multiple response analysis were used to identify the most significant advantages and disadvantages of purchasing consumer chemicals in zero-packaging stores. The biggest advantages are the reduction of waste from packaging materials, being able to buy the exact quantity required, and environmental protection. The biggest disadvantages include the insufficient expansion of the stores, the necessity to carry their own containers and the higher price of products sold.The advantage of "selling quality products" and the disadvantages of "uncertainty in terms of composition and quality" and "hard-to-observe hygiene requirements" are perceived differently depending on whether or not customers actually buy consumer chemicals in zeropackaging stores. The conclusions are important in terms of the possibility of creating a competitive advantage of small and medium-sized companies.
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