The Importance of Environmental Attitudes Towards Products for Sustainability and Business Strategies

Abstract

In green marketing, it is crucial for businesses to decide first to whether the environmental benefits of the product or its individual benefits should be emphasized. Knowing the environmental behaviors of those who prefer these products in their daily lives will also help to classify the consumers. In this research, the relationship between ecocentric and anthropocentric attitudes towards products, environmental behavior, eco-brand awareness, and eco-brand loyalty have been investigated in order to highlight the aforementioned issues. These relationships have been tested with a structural equation model. Within the scope of the research, the questionnaire method was used as the data collection method. The sample of the research consists of teacher candidates. The results show that there is a positive relationship between ecocentric attitude towards products and environmental behavior and no statistically significant relationship between anthropocentric attitude and environmental behavior. In addition, there was a positive relationship between environmental behavior and brand awareness; and brand awareness and brand loyalty.

Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior

“…In this way, GM becomes a tool that allows for a more sustainable society through the design and development of products, market development, and communication and advertising strategies, since it is not only focused on satisfying the needs of the current generation but also on transcending to future generations through a message that promotes awareness of consumption, oriented to the conservation of the environment [96,97].…”

Green marketing orientation: evolution, conceptualization and potential benefits

“…Development of a green product is a starting point for adoption of green marketing. A green product is less harmful environmentally than its direct alternative (Ku et al, 2012;Kalburan, Hasiloglu, 2018). The product should be made from used goods or recycled materials and match the needs of eco-conscious customers.…”

“…Promotion is of very high importance because proper, purposeful and timely communication determines successful development and implementation of green marketing strategies. Successful promotion of green product should give clear information about the benefits of a green product to customers (Kalburan, Hasiloglu, 2018). It is advisable for marketing communication to emphasize environmental aspects, i.e.…”

Development of Local Potential-Based Environmental Care Instrument and its Ability to Reveal Students' Caring Attitudes at Genders and Grades

“…Caring for the environment is essential for students to have a sustainable future (Otto et al, 2019). Currently, the environmental damage caused by humans is very massive, so understanding and behavior of caring for the environment are essential for a person to have (Kalburan & Hasiloglu, 2018). On the other hand, the lack of human concern for the environment can cause damage and negatively impact both the environment and humans, so cultivating and growing an attitude of caring for the environment is very important (Palupi & Sawitri, 2018).…”